Thorpe Park have greatly improved the profile of their brand. From what I've seen on their website their latest ride "The Swarm" looks amazing. I think it will be a real crowd puller. A recent TV campaign makes it look like a brilliant attraction. Thorpe Park seem to be emerging as a premier UK theme park and visitor attraction. All of a sudden they have arrived. Previously I think that their brand image was a bit bland and average, but they now have a more appealing edge which, I think will attract a new generation.