The company plans a series of ads in major auto-enthusiast publications, banner ads, print, radio, TV, PR and special events to support its new line.
Hansen will appear in many of the ads, and already is online at the company's site. She also will appear at events such as the Nascar Nextel Cup event, tied to 3M'x sponsorship of Greg Biffle and the Roush Racing #16 3M Ford at Michigan International Speedway in August.
Hansen writes a bi-weekly, syndicated newspaper column called "Courtney Hansen: Full Throttle," where she discusses automotive topics. She is also the star of Fox Sports Net's new series, "Destination Wild."
Her first book, The Garage Girl's Guide to Everything You Need to Know About Your Car, targeted toward women and first-time car owners, will be on bookshelves soon.