To launch the new East Coast rail brand, LNER and grow awareness, we needed to demonstrate how LNER truly understood and supported communities along the line. The 900-mile LNER route passes through numerous towns and cities, each with their own distinct accents and phrases. During research we discovered that these dialects are fading away. From the fog on the Tyne to the smog on the Tees, we brought together people along the line to narrate an evocative spoken-word poem on video in collaboration with poet Ben Norris and Edith Bowman. Stars of the campaign feature from Lincoln to Leith, Hull and Spennymoor Town FC as “Every valley and peak shifts the way that we speak”.

The result was #TrackRecord, a true celebration of Britain’s regional diversity that embraced the nation and earned LNER recognition as champion of Britain’s East Coast voices, delivering 1.5 M video views, 400% increase in site dwell time and over 150 pieces of coverage

• This campaign won 5 awards including PRWeek, PRCA, EMEA Sabres and PRMoment awards