More than 650 industry professionals from North and South America attended
Transitions Academy 2017, which this year was themed “My Light.
Transitions
Encourages People To
‘Live the Good Light’
By Denis Langlois
Transitions Optical is set to
launch in Canada a new global
advertising campaign called
“Live the Good Light.”
The campaign, which aims to
engage and attract a younger
generation of single-vision
wearers to the photochromic
lens category, premiered
at this winter’s Transitions
Academy 2017 and was one
of the highlights of the
conference in Orlando, Fla.
40 Optical Prism | April 2017
“This campaign is about reaching out to a whole
new generation of younger wearers while still
appealing to our older wearers,” Darragh
O’Connor, Transitions’ vice-president of global
marketing, said in an interview with Optical
Prism, shortly after unveiling the campaign to
about 650 industry professionals at Academy.
“We’ve really talked about the adaptation, we’ve
talked about blue light, but we’ve really tried to
show younger wearers, in real-life situations in
their lifestyle, how the brand can really appeal
to them.”