Alton Towers has brought in agency support for its relaunch as 'the UK's No. 1 short break destination for families'. Frank PR won the brief after a three-way pitch and will focus on the park's 'wide variety' of offerings, rather than just its famous rides. The theme park boasts a water park, spa and crazy golf, as well as new ride, pirate-themed Mutiny Bay, which opens this year. The Alton Towers relaunch will involve the 'creation of a series of projects specifically targeted towards families, that will generate noise for the resort all year round'. Frank PR director Alex Grier heads the account, reporting to Alton Towers Resort PR manager Rachael Lockitt.