Urban Walkabout goes global

Urban Walkabout goes global

Area guides and local business

When Victoria Moxey set up her company Urban Walkabout in Sydney in 2006 producing handy, easy-reference printed guides to local businesses, she would never have thought that 8 years later her idea would become an international success.

Urban Walkabout’s extensive series of publications includes free pocket-size guides to fashion, food and design outlets across urban areas in Sydney, Melbourne, Perth, Newcastle and Canberra – as well as the premium Sydney Style Seekers publications featuring the latest local experiences and destinations in 18 suburbs. 

"Urban Walkabout addressed a gap in the market to connect the best local businesses in urban areas with educated consumers exploring our cities – both local residents and travellers," Victoria said. 

"Our widespread but targeted distribution ensures that we reach these consumers. Currently, we publish over 3 million urban guides across Australia,” she said. The distribution breakdown in the local market is:

  • local businesses: 30%
  • selected Sydney cafes: 15%
  • residents: 15%
  • hotels and tourism: 40%
  • conferences, festivals and events: 10%

"Attractive printed products like our guides are becoming rare in today’s cluttered market, and thus they’re gaining value for their tangible, compact format and exclusive content.


"We promote more than 3,000 independent businesses across cities. Participation is by invitation or referral only and we curate areas by creating a list of the best local businesses and inviting them to work with us through an annual subscription base," Victoria said.

There are multiple benefits for local businesses, including:

  • brand association with a trusted publisher
  • access to an interested shopper
  • increased online visibility.

As well as ongoing promotion across Urban Walkabout’s various platforms, including printed area guides, online directory, blog, weekly e-newsletters and social media.

Urban Walkabout also works in partnership with the City of Sydney's business team, other councils, tourism organisations, festivals and independent businesses to further promote urban areas. 

Now this fast-moving local company has taken a giant step forward, spanning the world to launch its first international series in London in May with a Shoreditch guide, highlighting the best of this pulsating east London district.

Soho, Marylebone and Notting Hill guides have followed, with 4 more to be published before the end of 2014.  

For more information, contact Victoria Moxey, Managing Director and Founder on 9698 4115 or victoria@urbanwalkabout.com.

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Last updated: Monday, 18 August 2014