Transitions Optical Announces 2013 "Official Sponsor Of Sightseeing™" Campaign To Elevate Importance Of Enhanced Vision

Transitions Optical Announces 2013 "Official Sponsor Of Sightseeing™" Campaign
                   To Elevate Importance Of Enhanced Vision

Optical Industry Leader Kicks-off 2013 Program Involving Large-Scale Consumer
Events and Influential Brand Ambassadors to Raise Awareness About Proper Eye
Care and Eyewear

PR Newswire

PINELLAS PARK, Fla., Feb. 1, 2013

PINELLAS PARK, Fla., Feb. 1, 2013 /PRNewswire/ --Transitions Optical, Inc. is
pleased to announce that Transitions^® adaptive lenses are the "Official
Sponsor of Sightseeing," with a 2013 program aimed toward educating people
about the role of healthy, enhanced vision in the ability to see and enjoy all
of the 'sights' in life – whether traveling to exotic locations or spending
time at home. Throughout the year, Transitions Optical will activate this
education campaign by taking this message to must-see consumer events and
partnering with prominent brand ambassadors, bringing consumers closer to the
sights, sounds and tastes of the things they enjoy most.


To represent the four pillars of the 2013 program – cuisine, music, sports,
and travel – Transitions Optical will participate in events including the Food
Network South Beach Wine & Food Festival presented by FOOD & WINE and the CMA
Music Festival, June 6-9, in Nashville during which Transitions lenses will
serve as the "Official Eyewear" for both. Brand ambassadors Chef Robert
Irvine, GRAMMY^® and CMA Award winning country artist Darius Rucker and Major
League Baseball (MLB) Hall of Famer and retired baseball legend Cal Ripken,
Jr., will join Transitions Optical at these events and share their passion as
Transitions lenses wearers throughout the year to encourage their fans and
followers to schedule regular eye exams and ask their eyecare professionals
which Transitions lenses are right for them.

"In 2012, we introduced the Official Sponsor of Sightseeing campaign and had
the opportunity to educate people during a 5-city tour across the country
about the importance of getting comprehensive eye exams and wearing eyewear
such as Transitions lenses to both enhance and protect their vision," said Dan
McLean, senior marketing manager, communications, Transitions Optical.
"Continuing this program in 2013 with these large-scale consumer events and
well-known, influential brand ambassadors is an exciting way to keep the
momentum going on an even larger scale and to truly underscore the connection
between enhanced vision and the ability to enjoy life's everyday moments."

CUISINE  – Transitions Optical will kick-off the year as a sponsor at the Food
Network South Beach Wine & Food Festival in Miami, Fla., February 21 ^ - 24,
with consumer engagement areas at the Festival's Whole Foods Market Grand
Tasting Village and Florida Blue presents Fun and Fit as a Family sponsored by
Carnival featuring Kellogg's Kidz Kitchen events. At the Whole Foods Market
Grand Tasting Village held right on the beach, Transitions Optical will bring
a two-story consumer experience with several different ways for the more than
30,000 event attendees to trial the Transitions lenses family of products,
customized "viewfinders" on the top deck to see the Festival from above and an
interactive photo shoot, complete with professional photographer, crew, set,
and wardrobe. While at Florida Blue presents Fun and Fit as a Family at
Miami's Jungle Island, Transitions Optical will host family-friendly
activities and giveaways in a custom-branded tent, to educate children and
their parents about ways to maintain eye health for the entire family.

Chef Robert Irvine, host of the Food Network series Restaurant: Impossible
will be on-site to meet and greet with event attendees and share his personal
story about wearing Transitions lenses for the past several years. Chef Irvine
will also provide signature recipes – all using eye healthy ingredients, which
Transitions Optical will serve at the Festival.

MUSIC – Continuing its event activation and through a year-long partnership
with the Country Music Association, Transitions Optical will bring the
Transitions lenses enhanced vision experience to the CMA Music Festival in
Nashville, Tenn., June 6 – 9 at "Transitions Performance Park," in Nashville's
Walk of Fame Park. Throughout the Festival, the approximately 71,000 event
attendees per day will have additional opportunities to try the Transitions
lenses family of products and seek shade in oversized "eyewear cabanas" –
which will showcase the technology of Transitions lenses in a larger-than-life
way. Other activities including professional photo shoot simulations in
various interactive settings, and games, giveaways, and prizes will also be in
"Transitions Performance Park."

In addition, GRAMMY and CMA Award winning country artist Darius Rucker,
frontman of the rock band "Hootie & the Blowfish," will do several meet and
greets at the CMA Music Festival in "Transitions Performance Park" and later
in the year at the CMA Awards with Transitions Optical as well.

SPORTS – To highlight the important connection between vision and sports
performance – whether you are a professional, amateur, or spectator enjoying
the game – Transitions Optical is partnering with MLB Hall of Famer and
retired baseball legend Cal Ripken, Jr. Transitions Optical will partner with
Ripken throughout the year, coordinating community outreach events with his
two Minor League Baseball teams and the Cal Ripken, Sr. Foundation, as well as
several meet and greets throughout the year.

TRAVEL – Focusing on the concept of "sightseeing" overall, National Geographic
travel ambassadors, staff photographer Annie Griffiths and writer Andrew
Evans, will document their experiences travelling the world while wearing
Transitions lenses. Annie is one of the first women photographers for
National Geographic and Andrew serves as National Geographic's "Digital
Nomad," who shares his adventures with a significant Twitter following.
Transitions Optical will offer several sweepstakes and trip package giveaways,
inviting consumers to truly see the sights in some of the most exciting
locations such as New York City, Las Vegas and even Iceland.

To learn more about Transitions lenses and the Official Sponsor of Sightseeing
program, including this year's must-see events and brand ambassadors,

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
(or adaptive) lens in 1990, today the company is a leading provider of
adaptive lenses to optical manufacturers worldwide. Transitions Optical
offers the most advanced adaptive technology in the widest selection of lens
designs, materials and brand names – setting a new standard of advanced
performance, enhancing visual quality, and providing more visual comfort and
eye protection than ever before.

The Transitions family of everyday adaptive eyewear includes Transitions^®
lenses, which remain clear indoors and automatically darken outdoors in
changing light conditions; Transitions^® XTRActive^® lenses which maintain a
comfortable hint of tint indoors and reach superior darkness outdoors; and the
revolutionary Transitions^® Vantage™ lenses, the first and only adaptive
eyeglass lenses to both darken and polarize outdoors, so that your vision is
noticeably crisper with enhanced contrast and sharpness.

All products in the Transitions family of adaptive eyewear block 100 percent
of harmful UVA and UVB rays – helping to protect the health and wellness of
your eyes – so you can see better in the future as well.

For more information about the company and Transitions lenses, visit or contact Transitions Optical Customer Service at (800)
848-1506 (United States) or (877) 254-2590 (Canada).

SOURCE Transitions Optical, Inc.

Contact: Rachel Hopkins, Burson-Marsteller, +1-412-519-9040,; or Dan McLean, Transitions Optical, Inc.,
+1-727-545-0400 ext. 7502,
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