A sight for more eyes

Blankstone Opticians awarded exclusive Liverpool deal with global leader in prescription lenses

Blankstone Opticians has been awarded an exclusive Liverpool deal with global leader in prescription lenses Essilor to launch part of a £5m multi-pair promotional campaign to support and drive footfall into the independent sector and strengthen its key brands that includes Varilux, Crizal and Transitions.

The campaign entitled Be a modern hero will include the first national television advertising campaign for Varilux in 20 years as well as programme sponsorship and digital media support. A Channel 4 weather sponsorship has just begun, running to October.

Managing director Mark Bankstone said: “The ‘Be a modern hero’ offer enables opticians to buy a second pair of Crizal lenses in the same prescription at a 50% discount that practices can pass directly to patients, to boost multi-pair sales. Essilor is the only lens manufacturer investing in national media for independents and reinforces our position as Liverpool’s best independent optician given the exclusivity granted in this contract.

He added: “Only 15% of spectacles are sold as multi-pairs in the UK, far lower than in other countries. There is room for growth by simply giving the consumer the second pair that helps them when driving, on holiday, at work, in sport or when refreshing their image.”