CIBA VISION TAKES TO THE AIRWAVES TO PROMOTE EYE CARE
By Adnews Staff
Ciba Vision Corp. of Duluth, Georgia launched a Canadian campaign last month to encourage people to see their eye doctor and to try out Focus contact lenses. The campaign uses TV and women's magazines to tell consumers to call a toll-free number to receive product rebates and coupons. The ads were created by Adair Green of Atlanta. In Canada, Genesis Media of Toronto handled the media buy. Focus contact lenses are designed to correct people's astigmatism, which is a cornea that is more oval than round. A similar campaign has been running in the U.S. for two months.
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