On the coattails of a successful 9-month campaign for Rental-Living.com, which experienced a 20% spike in traffic, and in the midst of a national economic crisis, it was time to revamp and realign the campaign for Rental-Living.com. Blue C took the challenge head on to continue to drive traffic to the website and in turn increase rental occupancy in the Irvine Company Apartment Communities, all while renting occupancy was declining and consumer habits were changing. Blue C developed an integrated campaign of print, online, outdoor, television and cinema used to deliver timely, poignant and upbeat messaging that speaks to the realities of the consumer: whether they need to get a bigger place, are looking for affordability with fine amenities or simply want to live in the premier properties of Southern California. We also gave legs to the campaign by branding a supporting tagline of “You Can Rent With Us” to change the perception of the Irvine product as being too expensive. To extend the reach of Rental-Living.com , a sub-campaign was developed targeting college graduates with a special offer simply for graduating. This broadened the range of the campaign beyond the everyday consumer to a specific target while solidifying the message that “You Can Rent With Us”. About Irvine Apartment communities: The Irvine Company Apartment Communities is dedicated to making it easy to find a home you'll love with unsurpassed services meeting your every need. With approximately 90 exceptional apartment communities located throughout the prime California regions of Orange County, West Los Angeles, San Diego and Silicon Valley, we offer choices to fit every lifestyle and budget.