ATLANTA -

AutoTrader.com is using some of the advertising content from one of its most successful campaigns to push a new strategy aimed at promoting new vehicles listed on its site.

Site officials explained that this new 30-second advertisement borrows imagery from AutoTrader.com’s successful “Heart & Mind” campaign, which has aired continually since May of last year. They recapped that the “Heart & Mind” campaign uses high-energy graphics, visuals and music to creatively highlight the functionality AutoTrader.com can offer people to review and compare new- and used-vehicles listed for sale on the site.

In the past year, AutoTrader.com insisted it has seen an increase in site traffic, and studies of the “Heart & Mind” campaign site officials conducted indicate it is memorable and well-received by shoppers.

“As the new-car market continues its recovery and the spring-summer car-buying season heats up, we wanted to use our very memorable ‘Heart & Mind’ imagery to specifically highlight how AutoTrader.com can help people find the perfect new car,” stated AutoTrader.com chief marketing officer Clark Wood.

“With more than 1 million new cars listed for sale on our site and an unrivaled suite of tools for reviewing new car inventory on dealers’ lots, AutoTrader.com is one of the largest new-car marketplaces in the country,” Wood declared.

AutoTrader.com went on to highlight more details about this latest new-vehicle campaign.

In the spot, the site said a man begins searching for a new vehicle and is brought into the world of “Heart & Mind,” where he learns about his options while narrowing down his search for the perfect unit that meets his needs and wants using AutoTrader.com’s new-vehicle shopping tools.

AutoTrader.com emphasized the new-vehicle campaign will be launching with a fully integrated advertising plan aimed at surrounding shoppers. The campaign’s 30-second spot will be debuting with a broadcast plan across the NBA Playoffs and networks such as HGTV, USA, Lifetime, ESPN, Adult Swim and the History Channel. The site mentioned the campaign message will also be carried via custom integrations into original programming as well as a “DVD on FX”

Elsewhere, AutoTrader.com noted the message will also be featured on national radio over several top radio networks, including ESPN, Premier, Westwood One and Dial.

On radio, officials explained the new-vehicle message will be carried via two spots that are similar to the television theme.

Furthermore in the digital realm, AutoTrader.com pointed out this new-vehicle campaign message will be communicated via highly targeted ads aimed at shoppers across the Internet, video ads, search engine marketing and social media. The digital campaign is geared to span websites such as YouTube.com, targeted online auto channels and video networks such as Tremor and YouMe.

“Even with signs of economic recovery increasing, car buyers more than ever want to know they bought the right vehicle,” Wood insisted.

“To help eliminate potential buyer’s remorse, car shoppers are doing more research online to review makes and models; compare prices and special offers; and build their consideration sets,” he continued. “This new-car campaign makes clear that AutoTrader.com is the top destination for new-car shoppers to find the perfect car at the perfect price that they’re hearts and minds agree on.

“About 13 years ago, AutoTrader.com helped change the way people shopped for used cars,” Wood went on to say. “We’ve made similar inroads in how people shop for new cars and wanted to make sure even more people know how AutoTrader.com can bring certainty to this major purchase.”