FOR IMMEDIATE RELEASE
Contact
Courtney Myers Mary O’Hara
Havas PR Transitions Optical
412 456 4707 tel 800 533 2081 tel 7431 ext
Transitions Optical Announces Unprecedented Consumer Media Campaign to Highlight Family of Products
Features Significant Increase in Online Advertising
ORLANDO, Fla., Jan. 28, 2013 – In 2013, Transitions Optical will launch its largest media campaign to date to let consumers know that they have a choice when selecting a Transitions® lens to meet their needs. Through a national advertising campaign, as well as other forms of regional advertising, consumers will learn about the benefits of Transitions® VI lenses, Transitions® XTRActive® lenses and Transitions® Vantage™ lenses, and be encouraged to ask their local eyecare professionals which product is best for them.
“The Transitions family of products allows us to reach more lens wearers by offering distinct benefits to meet their unique lifestyles and needs,” said Sherianne James, director, North America marketing. “By highlighting the benefits of choice, our 2013 consumer family of products campaign will drive more foot traffic to eyecare practices – and it will be more important than ever for eyecare professionals to be prepared for a robust dialogue about the features and benefits of our Transitions lens family.”
According to James, “the new Transitions consumer campaign will surround the consumer,” featuring television advertising online outreach, through social media and new point-of-sale materials.
All of 2013 TV advertising will feature the family of products, making viewers aware of their choices. The commercial continues to align with the Life well lit™ messaging – showcasing Transitions lenses seamlessly adjusting from clear to indoors to dark outdoors using a dimmer switch simulation – but calls out the availability of Transitions Vantage and Transitions XTRActive lenses by name.
The national TV campaign alone will generate more than 244 million impressions, reaching 96 percent of the target audience for Transitions lenses an average of 16 times per person throughout the year. It will appear on top-rated specialty networks, including HGTV, Discovery, TSN, and French-language channels, Series+ and RDS. The ad will also run during morning news broadcasts, like Canada AM, Breakfast Television and Salut Bonjour, and during top-rated shows, like Big Bang Theory, American Idol, Dancing with the Stars, Modern Family, the Tour de France and Hockey Night in Canada.
Online ads will create over 60 million impressions through placements on BBC.com, AOL, Corus Entertainment, CBC, The Globe and Mail, Rogers, Torstar and Postmedia Network.
ABOUT TRANSITIONS OPTICAL
Since Transitions Optical, headquartered in Pinellas Park, Fla., was founded more than 20 years ago, the company has been driven by an innovative spirit and a commitment to partnership. As the leading provider of photochromics to optical manufacturers, Transitions Optical offers state-of-the-art light management technology in virtually every major lens design and material encompassing a family of everyday adaptive lenses and performance sun lenses.
Everyday lens options include Transitions® lenses, which provide the optimal balance between outdoor darkness and indoor clarity; Transitions® XTRActive® lenses which provide superior darkness outdoors; and the revolutionary Transitions® Vantage™ lenses, the first and only photochromic lenses to darken and polarize outdoors
Transitions Optical’s performance sunwear line includes a range of products customized in partnership with other best-in-class brands. Understanding that the right equipment can provide an advantage, the products are all designed to improve depth perception, clarify colour and increase contrast for specific outdoor activities.
Transitions Optical is dedicated to promoting healthy sight worldwide and to supporting its partners and optical professionals with tools, programs and resources to aid in their individual efforts and help strengthen industry growth. For more information, visit Transitions.com/CanadaProfessional, or contact Transitions Optical Customer Service at (800) 848-1506 (United States) or (877) 254-2590 (Canada).
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NOTE: For high-resolution images, please contact Christina Wetzel at 412-456-4301 or .
Transitions Optical’s new commercial continues to align with the Life Well lit™ message, while calling on consumers to learn more about the choices available through the full family of products.