The fourth emergency service


“Tim came up with our old slogan ‘the fourth emergency service’ which ran for well over a decade and was only phased out a few years ago.

It might have really upset the police, fire and ambulance services. But it sold hundreds of thousands of memberships for us.

We even changed the livery on all our vans to impersonate the chequered effect you see on police cars!”

DON TANGNEY, for 20 years the Retail Sales Director of the AA