Commercial Shoot Press Release

DANNY GOKEY BACK IN MILWAUKEE TODAY TO FILM WISCONSIN VISION

TELEVISION COMMERCIALS

Former American Idol Finalist and Country Music Recording Artist’s Recent Visit also

Featured in New Exclusive Short-form Documentary Video

New Berlin, WI March 31, 2010 -- Former American Idol finalist and emerging country music recording artist Danny Gokey is back in Milwaukee this week less than a month after thousands of fans lined around the block to wait to see him in concert. Today Gokey finishes two days of television commercial filming for Wisconsin Vision, which recently signed Gokey to a two-year marketing relationship. The state’s largest independently-owned optical company also announced that now available at www.wisconsinvision.com/index/PressRoom/VideosfromWisconsinVision.htm   is an exclusive new short form documentary-style video that captures moments behind the scenes during Danny’s Milwaukee concert weekend.

The television commercials and video are part of a marketing campaign, conceived and produced by Milwaukee advertising agency Meyer & Wallis. The relationship with Gokey combined with the traditional and digital media campaign is the largest ever marketing investment for Wisconsin Vision and their first use of a celebrity spokesperson. Under the agreement, Gokey will wear up to 60 pairs of Wisconsin Vision eyeglasses, be featured in Wisconsin Vision Milwaukee-area television and outdoor advertising, digital and social media, and make personal in-store appearances. Both the television and outdoor advertising start in early May.

“Just having Danny in the advertising reflects the fashion side of our brand,” said Darren Horndasch, Wisconsin Vision’s president and CEO. “We’ll use the TV commercials to emphasize the vision benefits of Wisconsin Vision eyeglass lenses in a warm-hearted manner.”

Gokey wore Wisconsin Vision eyeglasses while performing on American Idol earlier this month and during his Milwaukee concert. While in town for that weekend, Gokey visited Wisconsin Vision’s Franklin location for an eye exam and picked out a few new pair of eyeglass frames. Horndasch described Gokey’s selections as bold, colorful, rectangular shaped, some were Buddy Holly-esque and one pair had Transitions lenses. All were Teflon coated, the industry’s best coating.

These behind the scenes moments with Gokey are captured in an exclusive online video available at Wisconsin Vision’s web site. During the video, Gokey makes some revealing comments about his decision to make eyeglasses part of his American Idol strategy last year, how his passion for glasses evolved and shares ironically how he thought the glasses he wore as a youngster were ugly. 

“On American Idol I wanted to set myself apart. I always liked glasses and had a few pair so I decided to make that the deciding factor,” explains Gokey in the video. “If I have to wear glasses, then I want to make them enhance the way I look.

The video is the first of a series that Wisconsin Vision will be shooting with Gokey for sharing through social media. Wisconsin Vision’s agency Meyer & Wallis hired About Face Media to produce the videos.

Gokey will be back in Milwaukee again this summer for Wisconsin Vision store appearances. Details are still being finalized; follow @WisconsinVision on Twitter for details as they unfold. Gokey music fan can look forward to another performance when the emerging country music artist performs this at Summerfest.

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Wisconsin Vision, the state’s largest independently-owned optical company, has 21 Wisconsin locations and operates 6 locations in Illinois and Indiana as Heartland Vision. Family-owned and founded in 1979, brothers Paul and Andy George are principals. The company is also managing partner of Chicago-area Eye Boutique, with 7 locations. Wisconsin Vision carries the largest selection of frame styles of any competitor with more than 2,000 choices at every location. Licensed Doctors of Optometry perform all eye exams while lab professionals make lenses using the industry’s most advanced equipment at LBC Optics, also owned by the George family. Wisconsin Vision, Heartland Vision, Eye Boutique and LBC Optics currently employ approximately 200 employees.

Wisconsin Vision Media Contacts:

Pam Kassner, 414-510-1838, pam@superpear.com

Darren Horndasch, 262-432-2005 Ext. 3113, dhorndasch@wisconsinvision.com