COME ROCK WITH TRANSITIONS OPTICAL AND HEALTHY VISION AT THE 2004 AOA SHOW
Kid’s Rock ‘n’ Block Fashion Show, New Research and Interactive Displays Support Transitions’ Healthy Vision Initiatives

ORLANDO, Fla., June 24, 2004 – Orlando will be rocking and rolling when Transitions Optical, Inc. hosts its “Kid’s Rock ‘n’ Block Party” fashion show to launch new kids research focusing on healthy vision at the American Optometric Association (AOA) Optometry’s Meeting. Throughout the show, visitors to Transitions booth, #1831, will also have the opportunity to create custom point-of-sale (POS) materials, enter to win prizes through Transitions Healthy Change Sweepstakes and learn more about Transitions® Lenses and the new AOA Seal of Acceptance for Ultraviolet Absorbers/Blockers.

“We are continuing to focus our activities on the importance of healthy vision, especially for children,” said Dawn West, manager of trade shows and events, Transitions. “Throughout the Transitions events and displays, eyecare professionals – and their kids – will learn about the eye health initiatives being conducted by Transitions and the importance of proper eye protection for both kids and adults.”

The “Model” of Fashion and Function

Adults won’t be having all the fun at the Optometry’s Meeting. This year, kids will take center stage sporting the coolest looks in protection – including the most fashionable eye protection – during the Transitions “Kids Rock ‘n’ Block Party,” an upbeat fashion show for the whole family to enjoy.

The “Kids Rock ‘n’ Block Party,” scheduled to take place on Friday, June 25 at 1:30 p.m. in the Emerald Bay Plaza of the Gaylord Palms Resort & Convention Center, will focus on the importance of healthy vision and proper eye protection for children. As part of the event, Madeline L. Romeu, O.D., author of the new paper, A Focus on Children’s Quality of Vision will explore factors affecting eyeglass lens preference among children.

The paper, by Madeline L. Romeu, O.D. and Susan M. Stenson, M.D., details the results of a study sponsored by Transitions to assess children’s visual experience with different lens types. The research paper complements the newest Transitions’ Partners in Education training module, Providing Children with Ocular Protection and Healthy Vision, which presents new clinical research concerning children’s eye health and quality of vision.
Children who attend the “Kids Rock ‘n’ Block Party” can enter to win one of 15 MP3 players from Transitions as part of the “Color Me Cool” contest. To enter the contest, kids must draw a picture of themselves wearing Transitions Lenses and submit it at the Transitions booth.

Family Photo Opp With TOM

In keeping with the kids theme, show attendees along with their children will be able to create unique POS materials at the Transitions booth. Using the new, enhanced version of the Transitions Online Marketing Tool (TOM), and a photo studio set up at the booth, eyecare professionals can have a digital photo of themselves or the whole family taken and incorporated into custom POS using one of three templates.

Eyecare professionals will receive an 8½” x 11” personalized printout including their photo, practice details and choice of important information about either kid’s eye protection, the new AOA Seal or a student pledge for protection designed to support the ophthalmology student attendees. Eyecare professionals can use this take-away POS piece as part of their marketing efforts.

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.

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 entry form and through daily drawings. In addition to the instant winners, one lucky attendee will win $1,000 in marketing services with 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
Visitors to the booth will have the opportunity to learn about the AOA’s recent 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. Beginning this summer, the AOA Seal will be featured in Transitions advertising and POS materials, helping to elevate awareness of this important initiative.