Eyecessorize reaches over 30 million Americans in 2005

Eyecessorize, the fashion and lifestyle initiative of the Vision Council of America (Vca), made a major impact in 2005 by sharing the latest trends in eyewear and sunwear with over 30 million Americans. The campaign, which seeks to generate favorable media coverage and promote eyewear as a 'must-have' fashion accessory, has become the 'go-to' source for all things related to eyewear.

Media coverage in 2005 was both plentiful and in-depth. Top print placements for this fashion outreach included the New York Post, Life and Style Weekly, Us Weekly, Chicago Tribune, Houston Chronicle and Baltimore Sun. Eyecessorize also secured broadcast coverage in two segments on the CBS Early Show which, in total, reached over six million viewers. In addition, eyewear's latest trends were featured on websites such as Fashion Tribes and WebMD.

'Over the last three years, Vca's Eyecessorize campaign has helped shape the way Americans view eyewear and sunwear trends', said Bill Thomas, Ceo and executive vice president of Vca. 'Eyewear is and will always be considered a fashion accessory; and Eyecessorize helps fashion-savvy consumers stay on top of the latest trends and technologies'.

In total, Eyecessorize generated more than 250 placements during 2005, reaching 31 million consumers. The estimated ad value of the placements exceeds approximately $2 million, more than a 10:1 return on investment.