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

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

New Campaign Showcases Latest Photochromic Technology Available and Transitions' Ongoing Commitment to Consumer Education

PINELLAS PARK, Fla., Feb. 12 /PRNewswire/ -- In an effort to heighten consumer awareness of the importance of healthy sight, Transitions Optical, Inc. is debuting a new print, broadcast and digital integrated advertising campaign in 2008. The new campaign will appear on national TV and in print and will be supported by the launch of an enhanced consumer and industry professional interfacing web site -- www.transitions.com. To further inform consumers and engage them in an ongoing dialogue about eye health and its connection to overall health and wellness, an aggressive consumer public relations 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 the cornerstone to the campaign with a :30 broadcast commercial featuring the story of a nature cinematographer, who relies on her eyes for her work. The commercial is set in the stunning landscape of Namibia, Africa. The TV advertising campaign will air over a 22 week span in 2008, with spots scheduled to run during top primetime, daytime, syndicated, news and cable TV shows, including "60 Minutes," "The Power of 10," "Jericho," "Boston Legal," "CSI," "Dancing With the Stars," and "Grey's Anatomy." The ad will also run during new programs, such as "Big Shots," and "Women's Murder Club," and will appear during the popular syndicated show, "Wheel of Fortune."

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

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

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

* Experience Transitions - interactive component will allow for consumers
to visually experience the benefit of Transitions lenses through a
simulation.

* Get Your Local UV Forecast - consumers will be able to obtain their
city's UV forecast on any given day.

* Find an ECP - find a local eyecare professional, schedule an
examination and learn about how Transitions lenses can benefit you.

* Take an Online Personal Eye Quiz - find out more about what frame and
lens options best suit your lifestyle and needs.

As part of its digital brand expansion and to encourage consumers to share information and inspire action in support of healthy sight, Transitions has established a presence on leading social networking sites including YouTube and Facebook.

About Transitions Optical, Inc.

Transitions Optical is a joint venture of PPG Industries, Inc. and Essilor International. The first to successfully commercialize a plastic photochromic lens in 1990, today the company is a leading supplier of photochromics to optical manufacturers worldwide. Transitions Optical offers the most advanced photochromic technology and the widest selection of lens designs, materials and brand names.

Transitions(R) lenses are as clear as regular eyeglass lenses until dangerous UV rays are present. Then, the brighter the sun, the darker they get -- getting as dark as sunglasses, providing protection in bright, glaring light. Since Transitions lenses darken only as much as needed, they can be worn comfortably year-round to provide convenience and 100 percent automatic UVA/UVB and glare protection every day -- sunny, cloudy or in between.

For more information about the company and Transitions lenses, the first to earn the American Optometric Association's Seal of Acceptance for Ultraviolet Absorbers/Blockers, visit Transitions.com or contact Transitions Optical Customer Service at (800) 848-1506 (United States) or (877) 254-2590 (Canada).

Source: Transitions Optical, Inc.

CONTACT: Rachel Hopkins of Burson-Marsteller, +1-412-394-6642; or Mary
O'Hara of Transitions Optical, Inc., +1-727-545-0400 ext. 7431

Web site:

http://www.transitions.com/

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