KINGWOOD, Texas—Vision Source, North America's largest independent optometric alliance, is introducing a new marketing campaign, “My Vision Source Family,” that takes a fresh look at the eye doctor/family relationship.

“The campaign takes a lighthearted look at the life-changing relationship between eye doctor and patient, while informing new patients about the importance of having an eye doctor your family can trust,” Bryan D. Pinciaro, Vision Source’s senior vice president and chief marketing officer, said in a statement. “We believe, that this message will resonate strongly with consumers, and as a result, continue to drive new patients to book an appointment with their nearest Vision Source clinician.”

A television ad in the new campaign, a 30-second spot, was featured during the pre-game show of Super Bowl LI, where it was broadcast locally to an audience estimated at more than 1.89 million viewers on Houston’s Fox KRIV channel, according to the statement. The new commercial spot introduces viewers to a strong family/doctor relationship based on comprehensive medical eye exams and vision services available at their local Vision Source practitioner.

Messaging guides new patients to a “hyperlocal doctor locator tool,” which identifies the closest Vision Source practice location, according to the announcement.

The campaign debuted Jan. 30 in six markets, including Houston, host city for Super Bowl LI. The spot is broadcast on both cable and network television, including CBS, NBC, Fox, ABC, UPN, and The CW, and will air during primetime programming and sporting events, including NBA games, Ellen, 60 Minutes, Madam Secretary, Gotham, Star, Lethal Weapon, Jeopardy, and the Big Bang Theory, according to the announcement. A combined national audience of more than 24 million people have interacted with radio spots, targeted digital ads and TV airings that accompany the new campaign.

Founded in 1991, Vision Source is North America’s largest network of independent optometrists consisting of over 4,700 members.