AutoTrader.com expands marketing efforts to Puerto Rico.

AutoTrader.com announced the expansion of its marketing efforts to Puerto Rico with a robust radio advertising schedule combined with a presence on both local Spanish and English newspaper websites, portals and search engines. The campaign, designed to create awareness of AutoTrader.com as the destination to buy or sell a car, launched Friday, June 1 and will run through the summer months, during the peak car-buying season.

Earlier this week, AutoTrader.com began running 30-second radio ads on the Spanish tropical-format station WPRM-FM, 98.5 and the pop contemporary hit station WKAQ-FM, 104.7. WRPM also simulcasts on WRIO-FM and WIVA-FM in Puerto Rico. WUKQ-FM simulcasts WKAQ’s broadcast. In total, over 300 radio ads will reach nearly 900,000 Puerto Rico residents during the course of the campaign.

AutoTrader.com will also deliver over 10 million impressions online on sites like El Nuevo Dia (Endi.com), PRWOW, MSN Latino, Terra and Batanga. In addition, car-shoppers searching for new and used cars on Google Puerto Rico will reach the AutoTrader.com en espanol page.

“Over one-in-five Puerto Ricans are now online,” said Clark Wood, vice president of marketing, AutoTrader.com. “Our campaign is designed to create awareness among this community that AutoTrader.com provides the tools and resources to meet their car-shopping and car-selling needs.”

The Puerto Rico advertising schedule complements AutoTrader.com’s existing partnership with Univision.com. Since 2003, residents of the island have been able to search AutoTrader.com’s used car inventory by visiting the Univision.com Puerto Rico site.