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Essilor campaign returns to support independent practices

Essilor’s ‘See More Do More’ advertising campaign is running for a second year to educate consumers about the range of lens technologies available to meet their lifestyle needs and encourage them to visit a local optometrist.

The campaign, which started on 1 May across Australia and New Zealand, brings together Essilor’s flagship products including Varilux, Eyezen and Crizal lenses to raise awareness about the importance of vision care, particularly following COVID-19.

Mr Pierre Longerna, Essilor’s CEO for Australia and New Zealand, said there had been strong growth in several market segments such as eye fatigue and blue light, impacted by lifestyle changes during the pandemic.

Pierre Longerna.

“The optical industry has been very fast to rebound after COVID and this is a key reminder that vision care is an essential service,” he said.

“We have also learnt that new COVID behaviours such as spending more time indoors and in front of screens does increase demand for more sophisticated, innovative products with enhanced benefits such as activity-based lenses, blue light filtering and multi pairs.”

Essilor’s See More Do More national campaign includes outdoor advertising across street furniture and retail locations, along with digital display and social channels.

Designed to raise brand awareness and drive consumers to Essilor partner stores, the campaign is supported by a multi-pair promotion offer, together with in-store and merchandising materials.

Ms Tara McCabe, director of business partnerships and marketing, said comprehensive advertising, marketing and public relations initiatives supporting Essilor’s products will encourage consumers to visit their local optometrist.

“We have been focused on supporting our customers during and post COVID-19. This campaign is another initiative to support independent practices as they navigate their recovery,” she said.

“Our approach is to partner with our customers and to work together, drive growth and strengthen the vision care sector.”

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