The Calile Hotel

The Calile has redefined the expectations of an urban hotel, not only on a local but a national scale.

New Initiative has worked with The Calile Hotel from the very beginning. Prior to opening our team assisted with defining The Calile brand, identity and bringing the hotel’s character to life across all public facing marketing aspects and content. Including but not limited to visual direction, campaign and marketing assets, tone of voice across all platforms including website and social media, and the production of a series of launch events alongside a targeted launch PR campaign that garnered significant positive media coverage locally and internationally in publications such as Conde Nast Traveller and Travel + Leisure.

Our team continues to work closely with The Calile – our ongoing role involves the provision of strategic thinking, brand oversight, recommendation and direction whilst also supplying daily delivery of service across social media, copy writing, partnership and collaborative engagements.

We also assisted with the development of and ongoing management of the Friends of Calile retail program – a retail incentive initiative which anchors The Calile within its community, the James Street precinct.

March 2018 – Current


– Brand strategy and positioning
– Brand marketing asset concept and management
– Content strategy and delivery
– Campaign and activation strategy
– Social media strategy and management for:
––– The Calile Hotel
––– Lobby Bar
– Launch event concept and management

– Management of retail incentive program
– PR (March 2018 – September 2019)