Essilor Australia has announced Ms Tegan Martin, former Miss Universe Australia and 2019 Melbourne Cup style ambassador, as style ambassador for its ‘Transitions Style Academy’ campaign.
The announcement is part of the company’s wider ‘Style Academy’ initiative designed to help optometrists and dispensers recommend Transitions lenses to younger, more fashion-conscious customers.
In her role, Martin will be showcasing how the lenses fit in with her lifestyle to an audience who may not be aware of how the company’s products can compliment their look. In addition to winning Miss Universe Australia, Martin has also appeared on Celebrity Apprentice and I’m a Celebrity, Get Me Out of Here.
Ms Tara McCabe, marketing and business development manager for Essilor Australia and New Zealand, said the organisation is thrilled to have Martin on board.
“She’s well known across Australia for her style and charisma, and we look forward to seeing how her influence resonates with the key demographic we are targeting with this program – the young, fashion- focused single vision lens wearer,” McCabe said.
Since its launch in March 2019, the Style Academy campaign has so far encompassed several events, online resources, toolkits, point of sale material, incentive programs and social media content.
“The Transitions Style Academy program is really gaining traction throughout optometry, with the events and incentive programs receiving positive feedback, as well as strong take up of our point of sale its and useful downloadable resources and guides,” McCabe said.
A spokesperson told Insight the program has received an enthusiastic response, particularly in regards to the guides and assets designed to guide recommendations to customers.
“Particularly, the creation of social media images for them to share – numerous practices are using these to promote Transitions and raise awareness of their style expertise through Instagram and Facebook.”
Based on the feedback received, further guides and seasonal creative assets are planned for the campaign’s microsite, which is only accessible to practices, as well as more VIP events in store.
“We want to thank those practices who have really got behind the campaign, to help them host an added-value experience in-store, to engage their top patients with the latest style trends. These in-store events will be co-hosted and attended by some our Style Ambassadors as well,” the spokesperson said.
