NEW DIRECTION

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Transitions Optical unveils new consumer and marketing campaigns to attract younger wearers at Academy 2018.

With three new TV commercials set to debut later this spring, Transitions Optical is “Future Ready,” the theme of this year’s Transitions Academy held Feb. 11-13 in Orlando, FL. Along with a new logo and slogan, “Light Under Control,” the company also revealed new colors for its Signature VII lenses: in addition to gray, brown and green, they will soon be available in amber, emerald, sapphire and amethyst.

Patience Cook, director of marketing, North America, told VCPN that Transitions is helping ECPs become “Future Ready” by making available marketing and point-of-sale materials aligned with the campaign.

“We are noticing that consumers are living longer; their lives are more fast-paced and we’re very excited to introduce a whole new consumer campaign that’s aligned with that,” she said. “Also, this is coming with a new brand rejuvenation, a new logo with a brand new look and feel, and the purpose here is to be able to recruit new wearers and have more simplified messaging for our brand: Transitions Light-Intelligent Lenses.”

Two days of networking and presentations for about 900 attendees ranged in topics from effective marketing and management to eyewear trends and children’s vision. The Vision Council’s Lindsey Ruhe hosted a talk with eyewear designers Coco and Breezy, and other notable speakers included Jeremy Gutsche, author and founder of Trendhunter, and Jason Dorsey of the Center for Generational Kinetics.

Capping off the event was the Transitions Innovations Awards, and taking home this year’s Transitions Brand Ambassador award was Jennifer Lyerly, OD, of Triangle Visions Optometry in Raleigh, NC. Winners in the other five categories were: Best in Marketing: Opto-Réseau, Québec, Canada; Best in Training: 20/20 Visions, Plymouth, WI; Canadian Retailer of the Year: Greiche & Scaff, Québec, Canada; U.S. Retailer of the Year: Costco Optical; and Eye Care Practice of the Year: Pacific Eye Care, Port Orchard, WA.

Awards host Drew Smith, director, North America Channels, said: “We are part of a community that is so dedicated, so passionate, so innovative, and we’re very fortunate in this industry to be part of this community.” n

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