A trip to New York has been put up for grabs by Optrafair organisers the Federation of Manufacturing Opticians (FMO).
The prize will be offered to the winner of a window dressing competition launched ahead of the April 13-15 exhibition.
FMO chief executive Malcolm Polley said: 'Window dressing is the key that opens the door for so much practice success - whether promoting designer fashions, contact lenses, sports eyewear, drivers' vision, or just good health.'
Four regional heats will be held a few weeks before Optrafair for the most enticing display, before the winners compete at Optrafair by dressing large display windows at the entrance of the NEC Birmingham halls the day before the show opens.
The competition is open to practice owners, opticians, managers and support staff. Further details for the regional heats will be announced in December.
'Some competitions seem impossible to win but this - with good support from sponsor exhibitors to the show - is a very tangible prize,' added Polley.