Essilor has launched a national advertising campaign that will see the company promote three of its brands on national television and through local advertising this autumn.
The company’s commercial director, Randeep Gill, explained: “For our second wave of media this year we are combining the strength of national television with local media placement. We are supporting independent opticians whilst encouraging patients to visit practices to learn more about eyewear and healthy eyes.”
The company’s Crizal lenses brand will sponsor the daily Channel 4 weather bulletins from 1 September until late October when the focus will switch to its Transitions brand until early December.
Essilor has also invested in regional brand advertising for its Varilux X series, which launched in May. Advertisements will appear on bus shelters, free-standing outdoor panels and on bus sides in towns and cities across the UK.
The placements have been selected due to their proximity to independent eye care professionals, the company explained.
It is hoped that the adverts will create product awareness and drive footfall into High Street practices.
The final campaign element is an online presence through Google and YouTube, which spans the duration of the campaign.