ATLANTA — Seeing the traction that its "Heart & Mind" campaign has generated since its May roll-out, AutoTrader.com has decided to expand it. The USA Network is now included in the campaign's reach, and AutoTrader.com has beefed up its Heart & Mind advertising efforts on ESPN and ABC.

The site is using TV spots, billboards and program integrating to boost its presence on ESPN's Sports Center program and ESPN's Monday Night Football, in addition to Saturday night college football on ABC.

AutoTrader.com is also advertising through NFL Sundays on Fox , the Major League Baseball playoffs/World Series and TNT's NBA programming.

The digital side of Heart & Mind has included home-page takeovers and various Web advertising through such online avenues as Slate.com, YouTube, Pandora, AOL Fanhouse, Facebook, ESPN, CNN, NBA.com, NASCAR.com, PGA.com and Yahoo! Sports.

"This extension of the ‘Heart & Mind' campaign is a result of the success we've had already with it, confirming our research on the kinds of messages that would resonate with car shoppers and get them to our site to review auto listings and car shopping content," stated Clark Wood, chief marketing officer for AutoTrader.com.

"This campaign has contributed to the record site traffic AutoTrader.com has experienced this year, and we expect this additional media exposure to have additional impact," he added.

Officials said the site has "routinely" eclipsed the 15 million monthly visitor mark in the months following the campaign's rollout, and has seen traffic climb on a year-over-year basis in each month.

AutoTrader.com said the campaign delves into two trends the company discovered during research last year and earlier this year.  The first is that almost half (45 percent) of shoppers put new and used vehicles on their consideration lists. The second is that in the midst of today's cumbersome economy, "car buyers more than ever want to know they bought the right vehicle," officials explained.

"To help eliminate potential buyer's remorse, car shoppers are doing more research on-line to review makes and models, compare prices and special offers and build their consideration sets," they noted. "The ‘Heart & Mind' campaign cleverly communicates how shopping for a vehicle on AutoTrader.com allows buyers to find vehicles that meet their wants and needs and helps them be sure they purchased the right vehicle."

AutoTrader Classics to Debut Campaign

In related news from the company, AutoTrader Classics is introducing a campaign today geared toward getting the word out that the print version of the publication can be picked up at various retail locations like convenience stores, Barnes & Noble stores and 7-Eleven shops.

"Fuel Your Passion" will center on a 30-second TV spot to be aired on ESPN, ESPN2, Spike and FX through mid-October. Included the spots will be classic show cars that have appeared in recent movies as well as "high-energy music and compelling visuals" to drive awareness of the magazine's availability at retail outlets.

"With over 25 years of publishing experience, AutoTrader Classics has become a trusted name in the collector car hobby," said Rob Huting, general manager of AutoTrader Classics. 

"We want people to know that not only is AutoTrader Classics the leading online destination for classic cars, but also in print publications as well," he added. "Classic car enthusiasts who see these ads will know they can go to their local convenience store or magazine retailer for these magazines."

Complementing the TV efforts is the "Power Up Your Classics $500 Sweepstakes" that AutoTrader Classics is running.

AutoTrader Classics' publications Classic Cars & Parts; Kustoms and Hot Rods; Mustang & Ford; Corvette & Chevy; Deals on Wheels; and Truck, Race and Repairable Marketplace will carry the advertisement for the sweepstakes.

It will be giving away 10 gift cars worth $500 a piece. AutoTrader Classics will randomly choose winners.

The postmark deadline for the sweepstakes is Oct. 31. Officials emphasized that Nov. 5 is the deadline for entries to be received.

For more information, visit www.autotraderclassics.com/rules.