LNER’s #TrackRecord celebrates the UK’s diverse accents

From from the fog on the Tyne to the smog on the Tees, we’re helping LNER celebrate the unique and diverse regional accents of the UK. LNER, formerly known as Virgin trains,  released its ‘Track Record’ campaign last week, the first ever audio journey of the train operator’s route. And it’s already been viewed 1.5M times.

Research revealed that regional accents are on the decline, with some Brits finding their accents have weakened or neutralised over time. We worked with LNER to launch a spoken poem celebrating and representing regions and accents found along its route.

‘Track Record’ features a variety of accents and dialects from over 20 towns, cities and communities along LNER’s East Coast main line, as a the behind-the-scenes video introduces us to the faces behind the voices that appear on the recording. Created in partnership with broadcaster Edith Bowman, herself from Anstruther in Scotland, the accents range from Lincoln to Leith, Hull and Spennymoor Town FC as “Every valley and peak shifts the way that we speak”.

Edith collaborated on Track Record alongside spoken word poet, Ben Norris, who wrote and directed the track. Both Edith and Ben also feature on the recording alongside the voices of LNER staff, local school children and people from communities along LNER’s East Coast route.

The story of Track Record has received great media interest too, with a reach of 597M, landing 151 pieces of national coverage and editorial, including EVERY national newspaper and 25 broadcast slots.

Jennie Pitt, People Engagement and Corporate Responsibility Manager at LNER, said: “We know how important accents and local dialect are to our customers. Our aim with Track Record is to create a unique audio journey, which brings to life the diversity of accents in our communities and we’re excited to be launching this campaign across multiple platforms and hope our customers enjoy it.”