CAMPAIGN DIARY: Berkshire Fire Brigade turns up the heat in its bid to woo advertisers

Call us picky, but is ’trailblazer’ the most tactful choice of word to use in connection with fire engines?

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

good thing.

Still, it’s a snip at pounds 200,000, which is a damn sight cheaper than

sponsoring London’s Burning.


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).