The top PR post at Kuoni has seen controversy in recent years, with the jailing just over a year ago of former PR manager Gino Meriano on false accounting charges.
Bolam has been appointed to the newly created role after working on the Kuoni account at Synergy, where she was a director.
Kuoni MD Sue Biggs said the role had been created to take PR in-house with the company’s expansion. The company will not be seeking agency support.
Bolam will also handle PR activities for its specialist sport and activity holiday company Sport Abroad.
From May she will also cover its independent business unit Voyages Jules Verne, which concentrates on long-haul travel with romantic themes, such as London to Hong Kong by train.
‘PR has been seen as an ancillary service. I want it to be at the heart of the business in every department,’ said Biggs.