TRANSITIONS PARTNERS WITH NATIONAL GEOGRAPHIC
After debuting its “See Life Through a New Lens” public relations and social media campaign earlier this year, Transitions Optical has formed a partnership with National Geographic. The program, which utilizes photography to emphasize their theme of seeing the world how it is meant to be seen, also encompasses the overall goal of the campaign by making eyeglass wearers aware of how fashionable, functional and innovative Transitions lenses are.
The program kicked off with the launch of a video on nationalgeographic.com featuring National Geographic Traveler magazine’s director of photography, Dan Westergren. In the video, Westergren shares his photography tips on capturing great images and working in various light situations while on a recent trip to Austin, Texas, where he photographed the city and its people.
“The partnership with National Geographic will allow Transitions Optical to reach a highly sought-after segment, making them aware that Transitions adaptive lenses are the original wearable technology and encouraging them to see the world the way it’s meant to be seen,” says Patience Cook, director, North America marketing, Transitions Optical.
Custom print ads featuring Westergren and National Geographic photographer Nevada Wier that display striking images and the stories behind how the photos were taken will run in National Geographic and National Geographic Traveler.
Additionally, from July through August, National Geographic will host a custom Instagram photo contest with a specific hashtag were entrants can submit their own images through Instagram. In September, the winner will be awarded an all-expense-paid National Geographic Expeditions trip to Alaska.
“Eyeglass wearers who have Transitions lenses are amazed by the technology and performance. That’s why 9 out of 10 people who try Transitions lenses love them,” Cook adds. “The National Geographic partnership will allow Transitions Optical to connect to countless new customers. Once this happens, we know we will open their eyes to what it truly means to ‘See Life Through a New Lens.’”
WALMAN OPTICAL INTRODUCES NEW BRAND IDENTITY
Independent eyecare company Walman introduces a new brand identity that reflects the shared values, goals and strengths of the company, and its six divisions along with its unique position in the optical industry and commitment to improving vision.
The Walman name will remain intact as the master brand that unifies its divisions: Walman Optical, Walman Instruments, X-Cel Specialty Contacts, ImageWear, ADO Practice Solutions and Ultra Optics as indicated by the common logomark. By designating a distinct color for each division, individual brands stand on their own in the marketplace with a clearer purpose in an effort to develop deeper, more valuable relationships with their customers and partners.
“In the past, Walman has been known as a family of many brands with different logos and looks. Our rebranding initiative unified our six divisions under a single master brand, Walman,” says Marty Bassett, chairman of Walman. “So from a practical standpoint, the rebrand makes it easier for our customers to do business with us and gives us the ability to go market with a shared commitment and shared vision. Ultimately though, this rebrand celebrates our 100th anniversary and truly captures the excitement we have for our industry and the focus we have on the future. Here’s to the next 100!”
—Andrew Karp
