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.