Shamir Wins Hermes Creative Award for Integrated Marketing Campaign

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Shamir's VEE teaser ad campaign receives honors for creativity and use of multiple media.

Shamir Insight, Inc., manufacturer of premium progressive lenses, ran a unique advertising campaign earlier this year, intriguing readers to follow a "cryptic" email chain and search the web for answers. The ad campaign hinted at the company's groundbreaking announcements that would be made during the March 2008 Vision Expo East tradeshow. Recently, Shamir's VEE teaser ad campaign was recognized for its creativity and use of multiple media, by receiving a Silver Hermes Creative Award for an Integrated Marketing Campaign.

The VEE teaser campaign included print advertising and email advertising, which directed interested individuals to log on to a specific teaser website, where they could register to receive more information about the new products and technologies that Shamir would announce at VEE.

"We wanted to take a different approach with this ad campaign than those that we have created in the past -- utilizing both print and web media to reach out to readers. It was a pleasant surprise to hear from the Hermes Award Committee that the campaign was being recognized with a Silver Award for the Integrated Marketing Campaign category. We had a very good buzz around the booth and the press conference at VEE this year, and I believe that this was a direct result of this one-of-a-kind campaign," said Matt Lytle, VP of Marketing.

During VEE Shamir announced the extension of their Autograph® line which includes five new lifestyle designs (Autograph® II (11mm and up), Autograph® II - Office™, Autograph® II - Attitude®, Autograph® II - Single Vision Attitude™ and Autograph® II - Single Vision™) and two innovative technologies being

utilized in select Autograph® II designs (FreeFrame Technology™ and As-Worn Technology™). Shamir also announced the introduction of their new DLT (Direct Lens Technology®) line of lenses that will utilize existing semi-finished Shamir designs (such as Creation®, Piccolo®, Office™ and Attitude®), and incorporate an aspheric/atoric back-surface, complementing and enhancing the effectiveness of the front design. Shamir's new line of Autograph® lifestyle designs is now available to order, while Shamir's DLT® line will be available to order in summer of 2008.

Shamir Insight, Inc., is a fully owned subsidiary of Shamir Optical Industry, Ltd., an Israel-based, public company (NASDAQ: SHMR), which is engaged in the development, design and manufacture of premium progressive lenses and molds for the ophthalmic industry. Serving as the Sales & Marketing center for the USA, Canada, Central /South America and Mexico, Shamir Insight specializes in the marketing of premium progressive lenses under product brand names such as Shamir Autograph®, Shamir Creation®, Shamir Piccolo®, Shamir Attitude®, Shamir Genesis™ and Shamir Office™, the industry's leading occupational lens. Exclusively designed with proprietary, patented EyePoint Technology®, a groundbreaking software program that utilizes ray-tracing to compute optical properties and simulate human vision, this extensive product line is distributed through a network of over 300 Shamir ReCreating Perfect Vision® partnering optical laboratories. Shamir Insight employs a large national sales force of Account Executives, many of whom are ABO-accredited educators who speak on a variety of optical topics to Eye Care Professionals. Shamir Insight is a member of Vision Council of America (VCA) and the Optical Laboratories Association (OLA) and supports VCA's Check Yearly See Clearly® program. The company was established in 1997 and is headquartered in San Diego, CA.

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Candice Keating
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