NEW NATIONAL COMMERCIALS DEBUTED AT TRANSITIONS ACADEMY
Multiple Commercials Convey Emotional Importance of Healthy Sight to Be Able to “Live Your Vision”
ORLANDO, Jan. 25, 2009 – Representing a first for the company, Transitions Optical, Inc. will run multiple television commercials at the same time nationally in 2009. Attendees of Transitions Academy, the company’s annual education event for industry professionals, held here today, were the first to see the two new commercials, which will be aired in addition to the current ad.

One of the two new commercials will support Transitions Optical’s official marketing partnership with the PGA TOUR and the other will feature a wildlife photographer, continuing the theme of the 2008 campaign. This new photojournalist spot is set in the jungle and reinforces that wearing Transitions® lenses helps care for your sight so you can live your vision – just like the narrator is doing while capturing the beauty of nature.
“We believe that by making the emotional connection between achieving healthy sight and living your vision, we will be even more effective in communicating the importance of caring for your eyes,” said Greg Marko, marketing director, North America, Transitions. “Running multiple commercials lets us communicate to consumers through different story lines, providing more opportunities for each individual to connect with a story they feel passionate about.”

Marko added that the new golf commercial, for example, helps consumers better relate to the need for healthy sight by connecting it to their passion for the game. This commercial will air during the Transitions Championship, and also during other tournament broadcasts on network and cable stations.
Through the 2009 campaign, the three television commercials and print and online advertisements will make more than 4.4 billion impressions with adult consumers. The commercials will air around early morning and evening news programs, as well as during professional golf tournaments and popular prime time shows, such as Dancing with the Stars and Without a Trace. The commercials will also air in conjunction with syndicated shows such as Oprah, Wheel of Fortune and Jeopardy!, as well as cable channels including TBS, National Geographic and CNN.

From May through November, Transitions will also continue its outreach to the Hispanic population through commercials aired during Major League Soccer broadcasts. Print ads will continue to feature real life photojournalists as they did in 2008, along with a series of golf-specific ads.