The Client: Luxottica

The Brief: While Laura Begley Bloom was at Travel + Leisure, LensCrafters — a division of Luxottica — came to the magazine asking for an integrated marketing opportunity to align their brand with the celebration of sight. Based on Laura’s idea for a new column called “The View,” Travel + Leisure was exclusively selected to partner with LensCrafters on their “Go See” campaign.

The Results: For the in-book editorial platform, “The View,” the magazine photographed the scene from iconic destinations, annotating the panoramas to reveal new openings and exciting discoveries. In this two-pronged program, readers were also invited to go onto Travel + Leisure’s digital platforms (online, social media) to share their own favorite views. This was also brought to life online with a custom landing page, “T+L’s Guide to Beautiful Views.” The 360-degree program brought in $495,000 in revenue and more than 4 million digital impressions, exceeding the contract goal by over 3.3 million, due largely to the popularity of the content. Additionally, LensCrafters saw a 215% increase in their Facebook likes (73,000, to be exact) during the course of the campaign.