Optical Master Club, the new Italian buying group established in January with 70 members, has done its first promotion operation, to support Siena-based Ottica Ricci. The group drew up a major multimedia marketing plan for the optician's two stores, consisting of a billboard campaign, ads in the local press, radio commercials and various PR initiatives. The campaign was financed by Optical Master Club with the support of a major unnamed optical supplier, also located in Siena.