An advertising guru has joined Holiday Extras with a brief to turn the travel extras firm into a household name following a £30 million management buy out last month.

Adrian Kemsley becomes creative director ahead of radio adverts for airport hotels and parking, followed by print adverts for medical insurance.

The 37-year-old business turns over more than £400 million and makes six million reservations a year for travellers.

But with just over 50% prompted brand awareness it is seen as one of the biggest UK businesses most consumers have never heard of.

Kemsley’s new role follows a number of years working with the company on a consultancy basis and sees him join Holiday Extras at board level.

He will work with chief executive Matthew Pack and a team of advertising experts to create an internal advertising agency – something that brands such as Dyson, and others have tried successfully in the past.

Pack said: “Appointing a creative director is one of the first big investments we’re making following our successful management buy out in May.

“With Adrian’s extensive background and history with the brand, it was a natural choice for him to join on a permanent basis.

“Adrian and I will be working together very closely to create an internal advertising agency which, with a team of skilled copywriters and experts, will be instrumental in making the Holiday Extras brand known even wider. His experience speaks for itself and we are already looking forward to seeing just where this takes us over the next five years.”

Kemsley added: “I’m very excited to begin this new chapter in my career and look forward to working closely with Matthew to achieve the brand’s vision and deliver the growth plans set out in the recent management buyout.

“Having worked with the team since 2011, I’m very familiar with Holiday Extras and the positive impact it has on its customers. I can’t wait to get fully immersed into being part of this great company’s exciting future.”