Former Saatchi director Adrian Kemsley has joined the board of travel firm Holiday Extras with a brief to turn it into a household name.

The company, which is based in Newingreen and Smeeth, both close to Hythe, has hired him as creative director.

Holiday Extras specialises in providing services such as airport parking, airport lounges, hotels and travel insurance.

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

However, it wants to improve its brand awareness.

National radio adverstising will launch next for airport hotels and parking featuring Friday Night Dinner and Spaced actor Mark Heap followed by print ads for medical insurance.

Spearheading the push will be Adrian Kemsley.

He has worked with the company on a consultancy basis for several years and will now help create an internal advertising agency.

Group CEO Matthew 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.”

Mr Kemsley added: "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.”