The Calile Hotel

The Calile redefined the expectations of an urban hotel, not only on a local but an international scale, with its recognition as the Best in Oceania in the World’s 50 Best Hotels in both 2023 and 2024.

New Initiative (NEW) worked with The Calile Hotel from the very beginning. Prior to the hotel opening our team worked closely with The Calile to define its brand and identity – establishing it as Australia’s first ‘urban resort’ and bringing the hotel’s character to life across all public-facing marketing activities and platforms. These included launch strategies, campaign and marketing assets, tone of voice and copywriting across all channels, and a series of exclusive launch events alongside a targeted PR campaign that garnered significant media coverage both domestically and internationally.

Since opening in 2018, NEW has partnered with The Calile to provide strategic direction and brand stewardship whilst also supplying the day-to-day delivery of all public communications and content.

With the 2023 announcement of The Calile Noosa, NEW undertook to further refine The Calile identity to ensure the brand could grow and be reflective of each place and community it is located in. Embracing the challenge, our team cemented the core Calile brand values and developed a strong strategic program to enhance how guests experience and engage with the hotel.

Steeped in the founding family’s values, the strategy was designed to reflect their interests and to position The Calile as more than just a beautiful place to stay. To set it apart from competitors (and imitators) NEW developed a series of Calile events and activities to shift attention away from the pool and to instead focus on community, intelligence, discourse, genuine hospitality and creativity.

As part of the hotel’s 2023 and 2024 strategic marketing calendar, our team planned, developed and delivered thirteen diverse Calile Culture events spanning creative industries, established the monthly Calile Book Club for guests, and created a culinary event series with Rooftop Harvest – while continuing to manage and deliver promotions and content across all aspects of The Calile’s platforms.

NEW also assisted with the development of the Friends of Calile retail program – a retail incentive which anchors The Calile within its community – the James Street precinct.

From July 2025, New Initiative continues to manage PR for The Calile Hotel, with all Calile copywriting, art direction, social media management and marketing activities now handled in-house by the hotel services operator.

March 2018 – Current (PR only)