Trowbridge town crier Trevor Heeks has won the Heart of England championship.

The traditional Easter event, which has been held in the town of Alcester for 50 years, saw around 20 colourfully costumed contestants shout it out to become Heart of England champion 2015.

The picturesque streets resounded with a cacophony of clanging as a noisy procession of visiting criers weaved its way around the centre of town before the contest began in earnest in the historic Malt Mill Lane gardens.

The Trowbridge Town crier picked up valuable points with his cry after researching the history of Alcester and compiling a 100-word shout.

Mr Heeks said: "I was delighted to win this event right in the heart of England and my homework on Alcester did me proud.

"The cup, thought to be the oldest in England, is a very much-coveted prize.”

Now the popular Trowbridge town crier has to turn his attention to hosting the Ancient and Honourable Guild of Town Criers event to be held in Trowbridge late in July.

He said: "This is one event I won’t be able to take part in as I am hosting the event.”

Town criers date back to Medieval England when they were the chief means of breaking news to a population that was largely illiterate.