Upfront: L&T Marketing

Jun
2014

L&T Marketing

 TRANSITIONS OPTICAL TO SPONSOR SIGNATURE EVENTS AT EPCOT

Transitions Optical signed an agreement with Walt Disney World Resort to be a sponsor of signature events at Epcot, the runDisney series and Festival of the Masters at Downtown Disney. The event sponsorship agreement will encourage wearers of prescription eyeglass lenses to enhance their visual experiences and enjoy all of the sights in their lives—both at these signature events and beyond—with Transitions adaptive lenses.

Throughout the year, Transitions Optical will be a sponsor at the Epcot International Flower & Garden Festival, as well as the Disney Sports runDisney series, the Epcot International Food & Wine Festival, the Walt Disney World Festival of the Masters in Downtown Disney, and the Atlanta Braves Spring Training and the Summer Festival, both held at the ESPN Wide World of Sports Complex.

While at these signature events, Disney guests will have the opportunity to learn more about the Transitions family of products, particularly the recently introduced Transitions Signature lenses, which are the most responsive everyday adaptive lenses, darkening even more outdoors and providing maximum clarity indoors and at night. Wearers of clear eyeglass lenses will visit designated areas to receive lens trial decals for the chance to try Transitions lenses in their own prescription, to experience enhanced vision first-hand.

To amplify its campaign touting Transitions lenses as the “Official Sponsor of Sightseeing,” a program based on the top-rated interests and passions of Transitions lens wearers and prospective buyers, including cuisine, music, sports and travel, Transitions Optical will bring brand ambassadors Major League Baseball Hall of Famer Cal Ripken Jr., Grammy- and CMA Award-winning country artist Darius Rucker, and celebrity chef and Food Network star Robert Irvine to several of these signature events to interact with consumers and share their own stories about how wearing Transitions lenses has impacted their lives. As part of its on-site activation at each of these Walt Disney World events, Transitions Optical will also offer giveaways and the chance to win exciting prizes, including signed memorabilia from each ambassador.


NEW VARILUX ADS BOOST BRAND AWARENESS AND INCREASE TRAFFIC TO INDEPENDENT PRACTICES
Essilor of America has launched a national advertising campaign to introduce consumers to the benefits of progressive lenses and the technology behind Varilux progressives. The ads, which began airing April 24 on television and radio, show how blurry vision can interrupt common, everyday activities such as viewing a menu at a restaurant and offers Varilux lenses as the leading progressive lens solution and the only line of progressive lenses featuring lenses designed with Essilor’s W.A.V.E. Technology (Wavefront Advanced Vision Enhancement) that identifies and removes high order lens aberrations, resulting in sharper visual performance.

“Through the Varilux campaign, we want patients to understand that they don’t have to compromise when it comes to their vision,” says Lauri Crawford, senior vice president of marketing, Essilor of America. “Patients need to know they have options, and there is a progressive lens available to help them see more clearly. With this campaign, we’re also looking forward to bringing excitement and awareness to the Varilux brand. As we’ve seen with Crizal and Xperio UV lenses, these consumer initiatives bring value to ECPs by raising patient knowledge of the importance of healthy, clear vision and increasing foot traffic into their practices.”

The ads direct consumers to variluxusa.com, where they can access an ECP locator. Through June, the ads will air on television and radio as part of Essilor’s Power of 3 event, a consumer incentive program through which independent eyecare professionals can offer patients rebates when they purchase Varilux progressive lenses, Crizal No-Glare lenses and Essilor Transitions Adaptive lenses. Starting in the third quarter of 2014, Essilor will expand the Varilux ad campaign to include online and print media.

—Andrew Karp

 

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