Holiday Extras is extending its first regional radio advertising following a successful summer.

The humorous radio campaign starring actor Mark Heap features everything from shark impressions to sumo wrestlers to promote the travel add-on brand’s ‘Less hassle. More holiday’ messaging.

The adverts are among initiatives introduced following the appointment Adrian Kemsley from Saatchi as creative director.

A dedicated engineering hub has opened in Birmingham, new apps introduced and an apprenticeship scheme initiated.

Associate brand director Ant Clarke-Cowell said: “We’re bolder, more innovative and more creative than we’ve ever been before, and our regional radio campaign is living proof of that.

“Holidays are a key source of enjoyment in people’s lives and we wanted our good-humoured adverts to invoke this sense of fun, as well as standing out with a unique tone of voice.

“Having received such fantastic feedback on the initial phase of advertising, it made sense that we continue this momentum into the autumn and we look forward to creating lots of exciting new ways to connect to our customers in the months to come.”