NEW TRANSITIONS COMMERCIAL TAG AND CONSUMER OUTREACH REINFORCE ADVANCED TECHNOLOGY

Consumer Outreach Seeks to Drive Patients to Eyecare Professionals
for Additional Healthy Sight Information
PINELLAS PARK, Fla., July 18, 2008 – For the first time in its history, Transitions Optical, Inc. is publicizing to consumers that there is a new generation of Transitions® lenses. A new television commercial tag and consumer media outreach activities urge patients to find out more about the latest, advanced technology from their chosen eyecare professional.
“Since this is the first time we have simultaneously launched a product across all materials and designs, it is the first time we have been able to alert consumers to the fact that there is new photochromic technology available,” said Grady Lenski, commercial strategy and operations director, Transitions. “We’re being careful to keep the message clear and simple, directing consumers to Transitions.com, and to their qualified eyecare professional of choice, to seek out more information regarding the new Transitions technology.”

Consumers are now seeing the new tag attached to the Transitions commercial that is currently airing throughout the United States. The commercial will make an estimated 4 billion impressions among consumers throughout its 25-week span, and will encourage patients to visit Transitions.com to find an eyecare professional in their area for more information. Once at the Web site, patients will be able to search for nearby independent eyecare professionals and national retail chains.
The new photochromic technology from Transitions is also featured in a news segment that has been pre-produced for local and national news stations. The segments feature eyecare professionals such as Dr. Janet Peña and Dr. Craig Tisch, and provide consumers with a summary of the benefits of modern photochromic lenses, such as Transitions lenses, and encourage consumers to go online or visit their eyecare professional for more information. The most recent television segment had made over 7 million impressions in markets across the country including 24 of the top 25 markets. A radio news segment made another 11 million impressions.

The tag and news segment, coupled with consumer outreach efforts already in place – including local and national public relations campaigns, a series of print ads and initiatives such as the Get Healthy Sight. Give Healthy Sight. promotion – can be leveraged to boost sales of Transitions lenses, while providing the best possible patient care. As part of the overall Transitions marketing program, materials to display in-office, or send to existing or potential patients, can also be found on the Transitions Online Marketing (TOM) tool at TransitionsTOM.com.

Online Advertising
Transitions is creating interactive experiences for online users through advertisements on many popular Web sites. From now until September, an estimated 477 thousand ABC.com streaming video viewers will learn more about the nature photojournalists featured in the Transitions print ads currently running. They will hear more about why the photographers’ choice of eyewear includes the new Transitions lenses. Online spots and branding throughout the Golf Channel site serve to remind viewers of the recently announced PGA TOUR sponsorship, and additional advertising on sites such as Dynamic Logic, MSN, Reuters, WebMD, Yahoo! and Search, all of which focus on educating consumers about the importance of healthy sight, will lend to a total of 67 million impressions.