Zeiss has started a consumer marketing campaign that includes outdoor media, magazine advertising and retail sponsorship to raise awareness of the Zeiss brand among progressive wearers in the southern counties.
The company added that the aim was to drive patient footfall into participating practices, with the key message that consumers' eyes deserve the best.
Peter Robertson, marketing and communications director, said: 'This is the largest Zeiss consumer campaign we have done to date and we are very excited about the results it will deliver to both Carl Zeiss Vision and the practices involved.'
The message would be reinforced in practice and, he said, enable the dispensing of added-value lenses. The campaign is timed to coincide with the launch of the new Zeiss portfolio and naming structure, with seven new product launches and easier-to-understand names.