Call us picky, but is ’trailblazer’ the most tactful choice of word
to use in connection with fire engines?
The Royal Berkshire Fire and Rescue Service is mailing potential
advertisers in a bid to flog the space on its engines and buildings.
’There is enormous potential here for the right players,’ the mailshot
enthuses. ’It needs the vision to see that and the nerve to become a
The mailshot goes on to talk about what a wonderful opportunity this is
to show your message to schools, businesses and communities (school
arson is still big in Berkshire then?), so you might think that more
sensitivity in the use of the word ’blaze’ might have been a good
Never mind, there are more important things to worry about. For example,
what exactly does the mailshot mean when it says ’the partners who
partake in this initiative will also benefit from this huge exposure’?
Er, hang on a moment. The only way they’ll benefit is if the fire
engines are out all the time and, er, the only reason fire engines are
out all the time is because there are a lot of fires - which can’t be a
Still, it’s a snip at pounds 200,000, which is a damn sight cheaper than
sponsoring London’s Burning.