Transitions Optical, calling itself the “official sponsor of sightseeing,” launched a promotion this week connecting its brand with Canada’s most popular tourist sites.
Transitions, which makes eye lenses that become darker as light levels increase, conducted a poll with Leger Marketing in January to determine Canada’s top 10 “must-see” destinations. Utilizing those results, Canadians are now asked to vote on their top five favourite Canadian tourist sites at SeeMoreSites.ca.
Travel enthusiasts can also upload photos and testimonials documenting their travel experiences for a chance to win a variety of travel-related prizes, including the Grand Prize of an ultimate sightseeing dream vacation offered in partnership with travel wholesaler Flight Centre.
The travel-centric promotion reflects Transitions’ commitment to helping Canadians establish healthy eye habits.
“We’ve done consumer promotions before but not at this level, with a voting program,” said Isabelle Tremblay-Dawson, Transition’s Canadian marketing manager. “We want people to see how Transitions can visually and emotionally connect them to the world they live in.”
Online banners on various top-ranked Canadian websites promoting the contest will be accompanied by Facebook, Twitter and blogging activities, and a tag on TV spots.
In addition, Canadian hockey broadcaster Andi Petrillo and world champion skier Melanie Turgeon – the brand’s official sightseeing ambassadors – will be traveling to events in five cities where Transitions will be distributing product samples of a sort – photochromic decals for normal eyeglasses that let consumers experience Transitions-like lenses for a few days.
Tampa, Fla.-based FKQ Advertising + Marketing had the advertising mandate for the campaign, with National handling public relations.
