SOTA Creative Launches The Clock Hotel`s New Website

Released on: September 14, 2008, 3:23 am

Press Release Author: SOTA Creative

Industry: Media

Press Release Summary: Full service creative agency SOTA Creative launches a cutting
edge new website for The Clock Hotel in Surry Hills. Shot using the Phantom HD
camera, SOTA Creative are at the forefront of deploying rich media into online
environments, demonstrating the future of online has arrived.

Press Release Body: Sydney-based full service creative agency SOTA Creative has
launched a newly redesigned website for the Clock Hotel at
Part of the Solotel Management Group of Hotels, the Surry Hills icon is an upmarket,
trendsetting venue attracting a local crowd of designers and artists. Situated in
the hub of design, fashion and popular eateries, it was essential the new website
was cutting edge and interactive, reflecting the culture of both its patrons and

The creative challenge was to incorporate the two distinct atmospheres within the
hotels two bars in one website. Embracing both the heritage and character of the
downstairs environment whilst adeptly embodying the contemporary sophistication of
the upstairs bar. Where the previous website did not reflect the energy of the Clock
Hotel, the new website asserts it as the leading hotel in the Surry Hills area.

The revamped website captures the various key elements of the Clock Hotel in super
slow motion using the state of the art Phantom HD camera which shoots at 1000 fps
(frames per second) This unique approach provides a rich online experience for the
audience, that invites the viewer to both interact with and revisit the site.

The key concept behind the design - The Clock Hotel – “Where Time Never Stands
Still” is conveyed on each page of the website. Various elements moving in super
slow motion are shown as important to the room itself and the culture of the bar.
Commencing with the time-lapse street sequence and the moving mechanism of a clock,
the notion of time is enhanced on other pages. Depicting a world away from another
world, a flambé has flames that move like silk, an olive is dropped seductively into
a martini, a cue tip slowly hits a pool ball, on contact the chalk creates a poetic

“The concept proved to be the perfect fit for our Hotel as it is not only relevant
to our name but also The Clock Hotel’s constantly evolving nature, ensuring that we
are catering to the tastes of a creative and intelligent market”

“The SOTA team were truly inspiring to work with and as a client we felt very much
involved in the process. The end result has been beyond our expectations” - Natalie
James - Solotel Hotel Management

With the integration of video and digital this experiential website contains
stunning imagery that reflects the culture and personality of the hotel. Providing a
full audio-visual experience, it is a perfect illustration of the growth in the
digital arena from its text- based roots to a rich visual and emotive experience for
the online audience.

“This site demonstrates that the future of online has arrived. Its use of rich
media is a conscious movement away from the text-based foundations of the internet.
It is made possible by improvements in broadband speed and compression technology,
along with a client who has a passion for entertaining their customers. I am
extremely proud that SOTA Interactive are at forefront of deploying rich media into
online environments”- Leon Minervini - Managing Director of SOTA Creative.

SOTA Creative
Rebecca Duncan – 0432 443 144
Leesa Minervini – 0422 811 723

Solotel Hotel Management
Natalie James - 0414 561237

September 2008

Web Site:

Contact Details: Studio 10, 37 Nicholson Street, Balmain East, Sydney, NSW, 2041,
PH: 02 8755 2100
FAX: 02 9555 1789

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