WEST Midland Safari Park has beaten off the world’s biggest attractions to win an international award for its Land of the Living Dinosaurs advert.

The attraction scooped the coveted Class 2 Best Digital Video Commercial category at the 2015 Brass Ring Marketing Excellence Awards, held by the International Association of Amusement Parks and Attractions.

The award, which is open to any advert by an IAAPA member of 60 seconds or less, seeks to recognise quality, originality, creativity and excellence across a range of different criteria including the concept and production. The success of the advert is also evaluated by the judges.

The Safari Park impressed the judges with their 30 second advert to promote their latest £2.5 million Land of the Living Dinosaurs development.

The advert was aired across Midlands and Wales terrestrial television, Sky Adsmart and Nick Jr, as well as across Midlands-cinemas before the showing of Jurassic World this summer. The advert has been viewed 85,000 times on Youtube and more than 290,000 times on Facebook.

The park has seen a 15 per cent increase in visitor numbers since the opening of the attraction – something that has been contributed in part to the awareness raised by the digital video commercial.

Daniel Griffiths, marketing manager, said: “The IAAPA Brass Rings are the ‘Oscars’ of the theme park and attraction world, so to have scooped the Class 2 Best Digital Video Commercial is a real achievement and a testament to the hard work and creativity of all involved.

“We were up against some of the biggest names in the industry and are the only UK attraction to have received a Brass Ring this year, which makes it even more special.”