Holiday Extras has hired a creative director to transform it from ‘one of the biggest UK businesses most consumers have never heard of’ into a household name.
Advertising guru Adrian Kemsley, a Saatchi director until 1990, has worked for Holidays Extras for seven years on a consultancy basis.
He has now been appointed to the board to work closely with CEO Matthew Pack and a team of advertising experts to create an internal advertising agency, something that brands such as Dyson and booking.com have found successful.
His appointment is the first big investment the company has made following a management buy-out in May.
It follows research that found that although the business turns over £400 million a year and makes six million reservations, it has only 50% prompted brand awareness.
It is planning national radio ads featuring Mark Heap for airport hotels and parking, followed by print ads for insurance.
Kemsley is known in the advertising industry for quirky and eye-catching ads and for sayings such as ‘if its a silly idea, I’ll probably like it’.
