Businesses are jumping at the chance to celebrate – or cash in on – the discovery of Richard III.
Travelodge is offering free rooms to anyone from the UK with the surname Plantagenet.
The hotel chain has four branches in Leicester, including one in Highcross Street – the site of the Blue Boar Inn, where researchers think the king spent his last night before the Battle of Bosworth.
Travelodge spokeswoman Shakila Ahmed said the company wanted to "help the investigation and see if there is any truth in the name Plantagenet dying with the death of King Richard III".
Leicester Shire Promotions, which promotes tourism, has launched Richard III exclusive short breaks, which include entry to two new exhibitions, at the city's Guildhall and Bosworth Battlefield Heritage Centre, plus guided walks and overnight accommodation.
Leicestershire hairdressing chain Barrie Stephen offered a third off cuts in honour of the discovery to people booking a 10am appointment at its Leicester King Street salon this week, until tomorrow.
Boss Barrie said: "I'm Leicester born and bred and very proud of my city, so to hear the news that it's actually home to a famous king is fascinating.
"Our salon is a short walk from the discovery site and so we thought it would be great to celebrate Leicester's royal heritage."
A beer named in honour of King Richard has been launched at the Last Plantagenet pub.
Manager Sue Hatton said the 4.2 per cent bitter , brewed in Nottingham for the pub by the Medieval Beers Brewery, was "proving pretty popular".
Bus driver Andy Harris has promised to dedicate his vehicle to the king when it is repainted in the summer.
The owner of the number 800 Harris of Leicester bus, which drops off pupils to schools in Evington, will be having Richard's name painted on both sides of the vehicle.
"I said if it was him that I would name my bus after him," said Andy.
"I don't think any transport has been named after him before.
"I think it will be a nice touch."
Is your surname Plantagenet? E-mail the Leicester Mercury's newsdesk at: newsdesk@leicestermercury.co.uk
To claim Travelodge's offer, e-mail your details with proof of your name to: plantagenet@travelodge.co.uk
