The first HiQ National Franchise Conference of 2010 – taking place today and yesterday at the Mercure Albrighton Hall Hotel near Shrewsbury – saw the launch of the fast fit network’s latest national advertising campaign to find the UK’s “local heroes”. The new promotion is designed to deliver HiQ’s concept of itself as a “national brand driven by local business, local heroes” by allowing local communities to recognise the contribution of local people, said marketing manager Geraldine McGovern, introducing the eight month public relations programme. In addition, the local hero campaign will be represented in national media outlets by new brand ambassador and British Olympic gold medallist Sally Gunnell, who spoke to the franchisees about being “able to champion the work of others.” Gunnell talked of the value of others’ support in helping her achieve sporting success, drawing comparisons with the relatively unrecognised contribution of selfless people to the local area. The campaign, she said, will offer communities the chance to “recognise the people that often we don’t really think about.”