This tells how Alton Towers launched Oblivion, the world's first vertical drop roller-coaster. Alton Towers has been successful in pulling in families, but is losing its thrill-seeking customers. Marketing staff hope Oblivion will change all that. Much of their 5m marketing budget goes on a TV advert campaign for the new ride. The advert has to be exciting enough to appeal to teenagers, but not so scary that it will put off families. They use public relations to promote the new ride to the public and to trade customers - coach operators, schools and businesses. There are complaints about long queues and pressure for even more exciting attractions.