The stamp of Tenby RNLI Lifeboat was unveiled on a postbox in the town to mark the 50th anniversary of Royal Mail's much-loved modern Special Stamps programme.

There are 50 special stamp plaques being installed on postboxes across the UK. Each plaque features one of the most popular stamps that has a special connection with the UK city, town or village, in which it is located.

In 2008, Royal Mail issued a set of Special Stamps to commemorate the work of the RNLI charity and the RAF Search and Rescue service, including this stamp of the launch of the Tenby lifeboat.

Other stamps on postboxes include Winston Churchill, Bagpuss, Dylan Thomas, Robert Burns, the Giant's Causeway, York Minster and Sherlock Holmes. It is hoped that it will attract attention and admiration from locals and tourists alike.

Tenby RNLI coxswain Phil John, unveiled the new stamp plaque in Tudor Square, Tenby, and said: "I am delighted that Royal Mail has chosen this unique way to celebrate the RNLI charity's lifesaving role. By featuring the RNLI on a stamp on a local postbox, the community is given an opportunity to share in this tribute to the lifeboat station."

Royal Mail delivery director Estelle Baillie, added: "The UK's towns and cities have influenced stamp designs over the past 50 years. We are proud that one of our postboxes in Tenby features the stamp of the popular lifeboat station. We hope that all our customers and visitors to Tenby enjoy this special stamp plaque and might even take their own photograph as a memento."

The Royal Mail modern stamp programme has features a total of 2,663 Special Stamps since July 1965 and every new stamp design is approved by Her Majesty, The Queen before it is issued.