Monday, 15 June 2009


Alton Towers Resort teams up with Ultimo to make sure women don’t make a ‘boob’ on the rides

As a result of wearing fewer layers of clothing during the summer months, the Alton Towers Resort receives a number of reports that scantily-clad female riders have been privy to gravity-defying wardrobe malfunctions on the more adrenalin-inducing rollercoasters at the theme park. Given the long awaited heatwave forecast for this summer, the Alton Towers Resort are taking no risks.

In a bid to reduce the number of mishaps on their rides this summer, the Resort has teamed up with Britain’s leading underwear brand, Ultimo, to produce an underwear advisory guide - ensuring that women are fully supported to withstand the extreme G-forces of the coasters. Today, a group of test-riders donned a variety of Ultimo bras and were put through their paces on several attractions, including Rita - Queen of Speed and Spinball Whizzer, to test the durability and lift support of bras- and to make sure they were a snug fit.

Michelle Mone from Ultimo said: “Many women across the UK wear ill-fitting bras, which can not only cause discomfort and long-term health problems, but also accidental exposure at inappropriate times. We’re working with Alton Towers to advise which styles of bras riders should be wearing, proving that thrills don’t necessarily have to mean spills. Ultimo bras are built with the very best engineering and support, and today we have proved that – no matter the style or G-force – if you invest in quality, everything will stay perfectly in place!”

Morwenna Angove, Sales and Marketing Director for the Alton Towers Resort said: “With a number of ground-breaking, world-first rollercoasters at the Resort, we are pleased that their G-forces are such a thrill for our visitors. Whilst we understand that in warmer climates women will wish to wear less clothing, the tests show that well-fitted brassieres such as those from the Ultimo range, will help to control the risk of further unprecedented exposures in the future.”

For further information and images, please contact Frank PR on 0207 693 6999 or email

Notes to eds:

• For more information on the Alton Towers Resort, visit
• The Alton Towers Hotel was voted Best UK Family Hotel by the Mother & Baby Magazine Survey, August 2007.

• Alton Towers Theme Park voted Consumers Favourite UK Theme Park Attraction – British Travel Awards 2007

• The MERLIN ENTERTAINMENTS GROUP is the leading name in location based, family entertainment, which has seen the most successful and dynamic growth of any company in the sector over the last five years. The world’s second largest visitor attraction operator, Merlin has 58 attractions, 6 hotels and 2 holiday villages in 13 countries, across 3 continents. The company aims to deliver memorable and rewarding experiences to its 35 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and 13,500 employees. Merlin Entertainments operates the following attractions – SEA LIFE including the SEA LIFE London Aquarium, Madame Tussauds, LEGOLAND, the London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, THORPE PARK, Chessington World of Adventures & Zoo, Heide Park, and Earth Explorer.

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