EXPERIENCE TRANSITIONS VI TOUR CONCLUDES WITH RENEWED COMMITMENT TO HEALTHY SIGHT
Transitions® VI Lenses, New Marketing Initiatives and Ongoing Partnerships Promoted During the Eleven-City Event
NEW YORK, April 11, 2008 – On April 3, in Detroit, Mich., Transitions Optical, Inc. completed its multi-city Experience Transitions VI tour, generating excitement and enthusiasm for its latest technological advancement. Transitions® VI lenses offer key performance enhancements and are the first generation of Transitions photochromic technology to simultaneously launch across all lens materials and indices, making it the largest product launch in the history of the optical industry.

Throughout the launch tour, attendees had the opportunity to “experience” Transitions VI lenses by earning a free professional fit. They also learned about the tools and support available for the new product, as well as 2008 initiatives to educate consumers about the need for healthy sight.

In addition to the final stop in Detroit, the tour also visited Minneapolis, Atlanta, Tampa, Miami/Ft. Lauderdale, Houston, Dallas, Seattle, Los Angeles, San Francisco and New York throughout the months of February, March and April.

Inside the Experience
Attendees were guided through tour stops by an “Experience Card” which highlighted the four major messages of the tour: partnership, support, excitement and the new product launch.

A high-energy, sensory presentation helped attendees learn about Transitions VI lenses in an engaging and experiential way. After viewing the presentation, attendees had the chance to win American Express gift cards.

At each tour stop, laboratory and lens manufacturer partners were on hand to answer questions about specifications and availability of their individual product lines and to provide additional prizes and giveaways. Lens manufacturers offered free professional fit vouchers, enabling eyecare professionals who attended to experience the product for themselves. An area dedicated to Transitions’ support of its customers provided education on the newest advertising and marketing initiatives available; while food, drinks and entertainment rounded out the festivities.

Attendees were given the opportunity to try their hand at Nintendo Wii sports games and load up on Transitions-themed giveaways, and could experience what it is like to be a singing sensation with Dance Heads®, a green screen system which superimposes the participants’ heads on a dancer’s body. Finally, all of the guests parted with an Experience Transitions tour photochromic T-shirt and a voucher for free online continuing education.

“The successful launch of Transitions VI technology was solidified by the Experience tour,” said Mary O’Hara, communications specialist, Transitions Optical. “With the support of our partners, we were able to provide eyecare professionals with the knowledge and tools needed to properly educate patients on the benefits of Transitions lenses.”