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 High-Profile Visibility Among Food and Sports Enthusiasts With Advertising During Restaurant Impossible and the Stanley Cup Playoffs

Ads Designed to Educate on Options in Adaptive Eyewear and Drive Traffic to Eyecare Professionals to Learn More

Cambridge, ON., April 19, 2013 – This spring, Transitions Optical, Inc. will be connecting with foodies and hockey enthusiasts across Canada with a four-week sponsorship of the popular Food Network® show, Restaurant Impossible, and advertising during the 2013 Stanley Cup Playoffs.

Beginning April 15 and through the end of June, Transitions Optical’s television commercial – Life well lit™– will air during the Stanley Cup Playoffs on RDS specialty sports network in French and on CBC Television national network in top Canadian TV markets, including Calgary, Edmonton, Halifax, Montreal, Ottawa, Toronto and Vancouver. The commercial spots – which will create more than 2.5 million consumer impressions – will make consumers more aware that they have a choice when selecting a Transitions® lens to meet their needs and encourage them to ask their local eyecare professional which product is best for them.

From April 22 until May 18, each episode of Restaurant Impossible will feature two 30-second vignettes and a billboard from Transitions Optical that will highlight the benefits of the Transitions® family of products. Host Chef Robert Irvine, who is a celebrity ambassador for Transitions lenses and long-time wearer of the product, will also be wearing his Transitions lenses during each show. In total, the sponsorship will create nearly 700,000 impressions among consumers.

“We know through our recent consumer research that cuisine and sports are two topics that patients are passionate about,” said Isabelle Tremblay-Dawson, marketing manager, Transitions Optical. “Being visible during these must-watch programs presents a great opportunity to educate on how Transitions lenses can help wearers better enjoy the things that they love – whether it’s cooking or enjoying a meal, or watching or playing a sport.”

These spots are just a fraction of Transitions Optical’s advertising campaign for 2013, which also consists of social media, online advertising and additional forms of national and regional television advertising that will generate more than 244 million impressions overall.

To help eyecare professionals tie into the excitement of the Restaurant Impossible sponsorship, eye healthy recipes (such as Lemon Sorbet and Transitions Trail Mix) created by Chef Robert Irvine are available on the Transitions Lenses:
Healthy Sight Professionals (Canada) Facebook page for eyecare professionals to easily share with their patients.

To better prepare staff for questions about the Transitions family of products, eyecare professionals can visit Transitions.com to find comprehensive information, or TransitionsRewards.ca to order new Point-of-Sale and educational materials.

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 indoor clarity and outdoor darkness; Transitions® XTRActive® lenses which provide more activation for extra protection; and the revolutionary Transitions® Vantage™ lenses, the first and only photochromic lenses to darken and polarize outdoors for even crisper sharper vision.

The Transitions® adaptive sunglass line includes a range of products customized in partnership with other best-in-class brands. These products are all designed to provide a visual advantage by increasing contrast, sharpening colors, reducing glare and improving distance and depth perception.

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).

# # #

NOTE: For high resolution images, please contact Christina Wetzel at 412-456-4301 or .