Rodenstock has launched a new marketing campaign with the title “System of Better Vision.” The campaign includes a new website, a print campaign and a new brand image for the German brand. The website will be launched by the company in March for trade customers and end consumers to experience Rodenstock interactively. On the website, visitors will take a virtual expedition through the entire world of vision from Rodenstock. Visitors at Opti '12 had the chance to see different parts of the website prior to the launch and to go through all the stages in the process of purchasing glasses. Lenses are branded from now on with a small Rodenstock logo and categorized into three different product segments; superior, excellence and perfection. A social media campaign and a print campaign, starting this spring, will support the launch of the new website and the new brand image. A TV campaign is also planned for later on this year. Rodenstock wants to emphasize that opticians can get everything from a single source – from frames to lenses, support for consulting, refraction, ordering and sales up to after-sales services.