The First groups have stepped up to enlist for the new Heroes Welcome in West Norfolk campaign, which is being backed by the Lynn News.
It aims to make sure members of all the Armed Forces get the welcome and recognition they deserve, whether in words, deeds or special offers.
And quick off the mark have been the Norfolk Green bus company and Castle Rising Castle tourist attraction.
Norfolk Green is offering discounted fares for service people and their families, travelling between Marham and Lynn.
And Castle Rising Castle will give free admission to Forces' personnel and families.
West Norfolk will be only the second in the country to get on board Heroes Welcome, which is earning national status, with backing from the Ministry of Defence, Help for Heroes, services charities – and The Queen.
As well as helping members of the Armed Forces, it has proven to encourage more of them to visit areas which offer Heroes Welcome promotions.
It was first launched last year in Scarborough, which now has more than 400 businesses backing its effort.
Here in West Norfolk, plans are in hand for an official launch of the campaign to coincide with the RAF Marham Freedom Parade in Lynn on Wednesday, July 1.
The launch will take place in the Corn Exchange after the Freedom ceremony outside on the Tuesday Market Place.
Heroes Welcome has been created by West Norfolk Council, Lynn Town Centre Partnership, with backing from the outset by the
Lynn News.
We will be publishing forms for groups and companies to sign, both in the
Lynn News and on this website,
Download the form here, which is the official online way to join (online form will be coming soon).
It is hoped that by launching Heroes Welcome members of the Armed Forces will travel from far and wide to experience what West Norfolk has to offer, not just in Lynn, but in Hunstanton, Downham and businesses in surrounding villages too.
Major John Senior, founder of the first Heroes Welcome in Scarborough, says: "A little bit of quiet acknowledgement is all that is wanted.
"They are not after big discounts, just a psychological pat on the back."
On Monday, the borough, along with hundreds of communities across the UK, will show its respects for men and women who devote themselves to the protection of the nation, as the Armed Forces' Flag is raised from the Town Hall in Lynn.
