D&A to raise its specs’ appeal

High street optician Dollond and Aitchison is launching a major new

PR campaign through Brook Wilkinson in a bid to reposition itself as an

eye wear, as well as eye care specialist.

Agency managing director Sally Ann Wilkinson said the company has an

’excellent’ reputation for eye care but now wants to put its spectacles

’on the style agenda’.

As part of a massive re-branding exercise, the 240-year-old optician

chain has started employing image consultants to train staff in

selecting the colour and style of frames for customers.

The changes are part of a pounds 10 million overhaul of store design and

eye examination equipment. As well as public relations the re-launch

will be backed by sales promotion and a TV advertising campaign which

breaks next week.

Brook Wilkinson will raise awareness of these changes as part of a new

corporate brief. However the main thrust of the campaign will be

directed at consumers.

Working closely with PR manager Sue Clark, the agency will aim to

’dispel the negative feelings’ about visiting the opticians and wearing

glasses which Wilkinson claims are exclusive to the UK.

Incumbent agency Key Communications, which ran a consumer drive for

three years, will continue to handle projects and the production of

Dollond and Aitchison’s in-house magazine Viewpoint.