News Briefs Archive

Transitions Optical Announces “Unprecedented” Consumer Campaign

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,” says 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 and print advertising, events, online outreach through public relations and social media, and new point-of-sale materials.

All 2013 TV advertising will feature the Transitions family of products, making viewers aware of their choices. The commercial continues to align with the company’s 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 1.22 billion impressions, with a concentrated push during the first few months of the year. It will return to prime time and appear on the highest rated cable networks, including Food Network, TNT, USA, HGTV, CNN and the History Channel. The ad will run during top morning and evening news broadcasts, like The Today Show and ABC News with Diane Sawyer, and during prime time programs, like Anderson Cooper 360, Pawn Stars, Restaurant Impossible, Live with Kelly and Michael, Private Practice, NCIS, Jeopardy, Wheel of Fortune and Entertainment Tonight.

Print ads will create 160 million impressions through high-profile placements in National Geographic Traveler, Travel + Leisure, Food Network Magazine, Food & Wine, Sunset, Golf Magazine, Popular Science and Reader’s Digest.

Web site to Help Guide Interest in Specific Products to Eyecare Professionals
Advertising will direct consumers to a redesigned consumer web site (still at www.Transitions.com), which also focuses on the choices available to them through the Transitions family of products. To further promote the lens options available to patients, practices that are included in the online eyecare professional locator will be tagged with all of the Transitions products that they carry, giving them an opportunity to differentiate themselves in front of the approximately 19,000 consumers who visit the locator page each month.

According to Transitions-sponsored research, nearly 90 percent of patients said that it’s important to them that their eyecare professional offers them lens options. Additionally, 95 percent expect a clear explanation of the options, features and benefits of their eyewear.

“Our goal is to drive patients to their ECPs asking for sub-brands by name,” says James. “It’s important for eyecare professionals to be prepared to answer questions about the new technologies, and to know enough about the products to confirm that patients are asking for the lenses that are right for them to ensure even more patient satisfaction.”
 

To Top
Subscribe Today for Free...
And join more than 35,000 optometric colleagues who have made Review of Optometric Business their daily business advisor.