Several issues (summarised) were affecting decisions to visit Alton Towers theme park. This paper illustrates how overall attendance figures increased by 9% over 1987 in spite of a 40% decrease in funds. Strategy shifted to 'retail' advertising (stimulating visits rather than selling a fantasy). Media: TV, supported by press and radio. Evaluation: First time visitors increased by 7% and 2.5 million gate figure objective was over achieved.