Upfront: L&T Marketing

Mar
2008

Lens Marketing

Transitions Intros New TV Commercial
Transitions Optical is debuting a new commercial in 2008 featuring a “day in the life” of a nature cinematographer. The commercial, which was filmed in Namibia,will highlight the benefits of Transitions lenses for everyday UV and glare protection. It will be accompanied by new print advertising and the largest marketing campaign in Transitions Optical’s history.

The TV advertising campaign will air over a 25-week span, which began February 4. The spots are scheduled to run during top primetime, daytime, syndicated, news and cable television shows. The Transitions brand will be visible on 14 of the top 20-rated shows, including: “60 Minutes,” “The Amazing Race,” “Boston Legal,” “CSI,” “Dancing With the Stars” and “Grey’s Anatomy.” The ad will also run during new programs, such as “Cane,” “Big Shots” and “Women’s Murder Club,” and will appear during popular syndicated programming, like “Wheel of Fortune,” which reaches 12 million viewers daily.

Additionally, consumers who view television shows online at ABC.com will be able to see the Transitions commercial through a streaming video player. Before the show begins, a “Brought to you by Transitions” message will appear on the screen, and Transitions will be the only sponsor during these airings. The Transitions ad will also appear randomly during the show.

As part of its on-going effort to reach the growing Hispanic population, Transitions will for the first time air its commercial in Spanish in the U.S. Transitions will be a featured sponsor of Major League Soccer broadcasts on Telefutura, a Univision network, making an estimated 127.5 million impressions among consumers, according to Transitions.

An extensive print advertising campaign will focus on publications related to general health and well-being, reaching an estimated 270 million consumers. Advertisements will appear in popular publications, including USA Today’s new Open Air magazine. The television and print advertising campaigns will be complemented by Transitions Optical’s ongoing consumer media outreach initiatives.

Essilor Honors Top Varilux and Crizal Labs
At its national sales meeting, held in New York recently, Essilor of America honored the wholesale labs in its Independent Distribution Division that had outstanding sales of Essilorproducts in 2007.

Essilor named Davis Vision of Plainview, N.Y. the Varilux Lab of the Year. Essilor honored Davis Vision with the Crizal award in 2006, as well. Four other labs—Italee Optical of Los Angeles, Harbor Optical of Traverse City, Mich., Enterprise Optical of Madison Heights, Mich. and Optical Prescription Lab of Pelham, Ala.—were honored for their outstanding performance in Varilux.

Continental Sales Corp. of Watsonville, Calif. was named Crizal Lab of the Year. In addition, Davis Vision of Plainview, N.Y., Pech Optical of Sioux City, Iowa; Optical Prescription Lab of Pelham, Ala. and RD Cherry Optical of Melvindale, Mich. were recognized for their outstanding performance in Crizal.

Rodenstock Names ODC Exclusive U.S. Distributor; Delle Donne Appointed CEO

Rodenstock GmbH and the North American optics distributor, Optical Distribution Corporation (ODC) have finalized a long-term agreement for the exclusive distribution of the Rodenstock brand in the U.S. market.

In a separate development, Dave Delle Donne has been named Chief Executive Officer of ODC. Delle Donne, an industry veteran, has previously held management positions at Carl Zeiss Vision, Eyefinity and Rodenstock North America.

The moves re-establish Rodenstock’s presence in the U.S. following the collapse in 2005 of a U.S manufacturing and distribution venture in which it had significant stake.

The agreement covers conventional ophthalmic lenses and free form lenses as well as frames, according to Rodenstock, which is based in Munich.

—Edited by Andrew Karp

 

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