TRANSITIONS OPTICAL BOOTH AT VISION EXPO EAST
SHARES “VISION FOR A HEALTHY FUTURE” WITH ATTENDEES

Fun, Interactive Displays Reinforce Support from Transitions to
Aid in Consumer Education and Build Healthy Practices
NEW YORK, March 26, 2004 – The Transitions Optical, Inc. booth #2318 at Vision Expo East will be transformed into a natural disaster area, a high-tech workspace and a launching pad for new initiatives, all for the sake of eye health education.

“Whether through hail, sleet, freezing rain – or cutting-edge technology – eyecare professionals who visit the booth will experience a ‘Vision for a Healthy Future’ for both their businesses and their patients,” said Dawn West, manager of trade shows and events, Transitions. “Throughout the Transitions booth and displays, eyecare professionals will learn about the healthy vision initiatives being conducted by Transitions as well as tools to help them build a healthy practice.”

Let It Rain

Although the temperature inside the Jacob K. Javits Convention Center will undoubtedly be a comfortable 68 degrees, attendees inside the Transitions booth will experience a completely different environment, one overtaken with tornadoes, hurricanes, snow storms and rain showers.

As part of its sponsorship of The Weather Channel’s UV protection index, Transitions has teamed with the cable channel to feature an innovative weather wall that will allow attendees to conduct a weather report “live” from some of the Earth’s most daunting meteorological environments. Using blue screen technology, attendees will be filmed as if they are a Weather Channel correspondent and then will be able keep the video of their on-air report.

TOM Grows

Rain showers and hail storms aren’t the only things that will catch attendees’ eyes at the Transitions booth. Guests will also witness a new, enhanced version of the Transitions Online Marketing Tool (TOM). Launched a year ago, TOM provides a central online source where eyecare industry professionals can create custom print advertising and promotional materials and download on-hold messages – all with just a few clicks of the mouse.

The new version of TOM contains significant enhancements to the user experience, making it easier than ever to navigate. These enhancements include:
o More advanced search capabilities when selecting templates or viewing archives, with the ability to search via medium, size, color and language;
o The ability to edit and send directly from archives;
o Multiple delivery options with the option to send via email, download to your computer, save to archive or send to a fulfillment house or printer; and
o Quick Links for access to areas such as “Getting Started” and “Tutorial.”

Using the enhanced TOM, show attendees will be able to create their own point of sale materials on-site at the Transitions booth. A photo studio will be set up at the booth that will provide eyecare professionals with the chance to have a digital photo taken of them that will be downloaded onto a PC using a TOM template. They will then receive an 8½” x 11” personalized printout highlighting their photo, practice information and details about the Transitions Healthy Change Sweepstakes. Eyecare professionals can use this take-away point of sale piece as part of their marketing efforts.

It’s Time for a Healthy Change

Show attendees will be able to win some healthy change as part of Transitions’ national promotion. Each attendee who visits the Transitions booth will have an opportunity to win great prizes with a Transitions Healthy Change Sweepstakes Scratch ‘n Win sweepstakes entry form and through daily instant win drawings. In addition to the instant winners, one lucky attendee will win a $1,000 grand prize at the conclusion of the event to help create individualized marketing materials using TOM.

The Healthy Change Sweepstakes, which began on Feb. 1, encourages eyecare professionals to educate their patients on why Transitions® Lenses are a healthy choice for everyday lenses. The program marks the largest sweepstakes that the company has ever sponsored and includes six grand prize drawings for $25,000 each, seven special prize drawings and an estimated 6,500 instant win prizes. Other prizes include free Transitions Lenses upgrades and pre-paid American Express cards.

AOA Seal of Acceptance and Other Consumer Education Initiatives

Visitors will have the opportunity to learn about the American Optometric Association’s (AOA) recognition of Transitions Optical, Inc.’s Transitions Lenses as the first to meet the requirements of the organization’s newly created Seal of Acceptance for Ultraviolet Absorbers/Blockers.

For Transitions Optical, the Seal will be an important addition to the company’s arsenal of education tools as part of its ongoing eye health initiatives.