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

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.

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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.

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