Transitions said it hopes the new union and campaign, “Improve Your Vision, Improve Your Game,” expands awareness about its lenses, which conform to the surrounding environment by darkening in sunlight and staying clear indoors, while also touting the importance of healthy eyesight to consumers.
“Transitions is a young company, and we see the tour as an excellent platform to broaden the message about taking care of your sight,” said Dave Cole, Transitions MD for the Americas. “What is really going to be promoted is the message of healthy sight, about having your eyes examined and overall visual quality, comfort, and protection.”
Current outreach is focused on media like golf, health, and wellness education publications, in addition to key online influencers.
“This story has multiple touch-points,” added Erin Byrne, a Burson MD and lead on the account. “It's very important we involve trade publications throughout the entire process, [because it's] more than just about Transitions lenses, [it] involves comprehensive eyecare.”
One online tactic includes a downloadable widget available on the Transitions Web site, enabling consumers to get updates about how to improve vision, as well as golf news. In addition, messaging at tournament events will aid the campaign. One event already planned is the Vision Lounge at the Transitions Tournament in March 2009, where consumers will interact with eyecare professionals, products, and golf pros.
Byrne added that experiential branding events will also support the effort later in the year.