From May to July, the company will be GMTV's weather forecast sponsor, which it says will highlight the versatility of its lenses and the way they react fast to changing weather conditions. The company will be using characters dressed up as different weather conditions and playing around a light-sensitive display. The sponsored two-minute weather slots will be aired after news and travel updates and will appear four times a day between 6.15am and 8.35am. Transitions says the sponsorship deal will reach a broad cross-section of male and female audiences. Transitions Optical, Europe, managing director David Arno says: 'This sponsorship is perfect for the company, both in terms of product association and exposure to our target audience across the UK. Britain's changing weather is the perfect vehicle to illustrate the product benefits of Transitions Lenses. 'We are confident this exposure will raise awareness of Transitions Lenses as lenses that perform consistently in any light conditions and are suitable for all wearers.' Advertorials will appear in the consumer press over the next couple of months. Added Mr Arno: 'By the end of the summer every consumer will know that Transitions Lenses offer comfort and protection as well as being aesthetically pleasing.'