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.