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Transitions Optical Promotes Healthy Sight Through a Nationwide Integrated Advertising Campaign and the Launch of an Enhanced Consumer Web Site

Wednesday, February 13, 2008 General News J E 4
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PINELLAS PARK, Fla., Feb. 12 In an effort to heightenconsumer awareness of the importance of healthy sight, Transitions Optical,Inc. is debuting a new print, broadcast and digital integrated advertisingcampaign in 2008. The new campaign will appear on national TV and in print andwill be supported by the launch of an enhanced consumer and industryprofessional interfacing web site -- www.transitions.com. To further informconsumers and engage them in an ongoing dialogue about eye health and itsconnection to overall health and wellness, an aggressive consumer publicrelations effort will serve as a key driver of the overall campaign.

Featuring the most advanced photochromic technology on the market,Transitions(R) lenses latest technology -- Transitions VI -- will be thecornerstone to the campaign with a :30 broadcast commercial featuring thestory of a nature cinematographer, who relies on her eyes for her work. Thecommercial is set in the stunning landscape of Namibia, Africa. The TVadvertising campaign will air over a 22 week span in 2008, with spotsscheduled to run during top primetime, daytime, syndicated, news and cable TVshows, including "60 Minutes," "The Power of 10," "Jericho," "Boston Legal,""CSI," "Dancing With the Stars," and "Grey's Anatomy." The ad will also runduring new programs, such as "Big Shots," and "Women's Murder Club," and willappear during the popular syndicated show, "Wheel of Fortune."

The print campaign is slated to focus on publications related to generalhealth and well-being and will also saturate top-tier Hispanic media.Additionally -- for the first time -- Transitions commercials will run inSpanish in the U.S.

"This is an exciting time for Transitions as we continue to evolve theTransitions brand, expand the depth of consumer outreach and education aboutthe importance that healthy sight has on overall health and wellness," saidBrett Craig, president, Transitions Optical. "We are proud to offer the mostadvanced photochromic technology to today's conscientious consumers andprovide the ideal, everyday lens choice to enhance visual quality and eyehealth protection today and tomorrow," added Craig.

To coincide with the new advertising campaign, Transitions Optical willlaunch an enhanced web site that will allow consumers and industryprofessionals to:

As part of its digital brand expansion and to encourage consumers to shareinformation and inspire action in support of healthy sight, Transitions hasestablished a presence on leading social networking sites including YouTubeand Facebook.

About Transitions Optical, Inc.

Transitions Optical is a joint venture of PPG Industries, Inc. and EssilorInternational. The first to successfully commercialize a plastic photochromiclens in 1990, today the company is a leading supplier of photochromics tooptical manufacturers worldwide. Transitions Optical offers the most advancedphotochromic technology and the widest selection of lens designs, materialsand brand names.

Transitions(R) lenses are as clear as regular eyeglass lenses untildangerous UV rays are present. Then, the brighter the sun, the darker theyget -- getting as dark as sunglasses, providing protection in bright, glaringlight. Since Transitions lenses darken only as much as needed, they can beworn comfortably year-round to provide convenience and 100 percent automaticUVA/UVB and glare protection every day -- sunny, cloudy or in between.

For more information about the company and Transitions lenses, the firstto earn the American Optometric Association's Seal of Acceptance forUltraviolet Absorbers/Blockers, visit Transitions.com or contact TransitionsOptical Customer Service at (800) 848-1506 (United States) or (877) 254-2590(Canada).* Experience Transitions - interactive component will allow for consumers to visually experience the benefit of Transitions lenses through
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