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AllApartments Changes Name to SpringStreet

San Francisco-based AllApartments has changed its name to SpringStreet, redesigned its Web site, and launched a multi-million dollar national advertising campaign that will feature a "Live Rent Free" online giveaway contest.

The motivation behind the identity change is to establish SpringStreet as the personalized service for consumers looking for a hassle-free moving experience, the company said. AllApartments.com visitors will automatically switch over to a special SpringStreet welcome page. Consumers will experience an easier to navigate site, making their search more convenient than ever before, the company said.

"SpringStreet reflects the aspirational path that consumers are taking," said SpringStreet CEO John Helm. "Traditionally, we associate spring with new beginnings. Similarly, movers aspire for new, better experiences, a new city or town, a new home, a new career, new friends. SpringStreet will be there every step of the way to make sure that the transition is an easy one."

As part of the launch, SpringStreet unveiled a new advertising campaign created by new agency of record, San Francisco-based Odiorne, Wilde, Narraway & Partners. The campaign launches immediately and includes online as well as print, outdoor and broadcast advertising. To complement the advertising campaign, SpringStreet will launch a "Live Rent Free" contest that will feature awards of free tickets to "Rent," the Pulitzer Prize award-winning Broadway musical and a grand prize of free rent for a year.

SpringStreet offers rental listings with photos and floor plans, as well as relocation services including online change of address, truck rental, insurance and credit reports. More than 6.5 million apartments are available for online viewing in over 7,000 cities nationwide.