Transitions pursues new communications platforms

Promoting lenses directly to consumers is just one channel of an innovative digital outreach program from Transitions Optical.

Pinellas Park, FL-Promoting lenses directly to consumers is just one channel of an innovative digital outreach program from Transitions Optical. The new message in a new medium is designed to urge patients to find out more about the technology by driving consumers to the Transitions Web site.

Transitions is offering interactive experiences for online users through advertisements on many popular Web sites. For example, streaming video at http://www.ABC.com/ enables users to learn more about the nature photojournalists featured in current Transitions print ads. According to the company, during the next 2 months, an estimated 477,000 viewers of streaming video will hear more about why the photographers' eyewear of choice includes the new Transitions lenses. Online spots and branding on the Golf Channel Web site will serve to remind viewers of the recently announced PGA TOUR sponsorship. Transitions also has placed digital outreach on additional sites such as Dynamic Logic, MSN, Reuters, Search, WebMD, and Yahoo!

The overall initiative of educating consumers about the importance of healthy sight will make an estimated 67 million impressions, according to the company.