In
the largest consumer media
campaign for the company in Canada since 2014, Transitions Optical is debuting a digital campaign from mid-May through December which combines
display banners, videos, paid search and social media reaching out to eyeglass
wearers.
Selected as a boost country for Transitions
globally, Canada’s campaign will drive consumers to the Transitions virtual
try-on tool to try the seven different vibrant colour options of Transitions
lenses, as well as to the eye care professional (ECP) store locator to
direct patients into their local ECP’s office.
The campaign also includes TV spots during
the summer months on popular conventional and specialty TV networks and top
programming, reaching over 80% of the target audience an average of nine
times. Overall, the television campaign will reach a total of over 220 million
impressions.
Transitions Optical has partnered with Vogue
on a series of four videos, which each represent different styles of
Transitions Signature GEN 8 style colors. The four videos are directed by
Amilcar Gomes—who has directed campaigns for Maybelline, Yves Saint Laurent,
Armani Beauty, Anne Klein, and more—and each tell a unique story featuring
diverse talent whose style, career and lifestyle bring to life the style color
they are wearing.
The videos feature Calvin Royal III, principal dancer at the American Ballet Theater, JiaJia Fei, digital strategist to the art world, Lauren Bille, co-founder and CEO of Allbodies, and Tara Thomas, urban farmer and chef.
Click HERE for the full press release.
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