WEST Midland Safari Park has enjoyed mammoth success with its latest specially themed TV commercial and advertisement.

The venue near Bewdley has won an international award for its Land of the Living Dinosaurs publicity, beating top visitor attractions from across the world. It took the class two best digital video commercial category at the 2015 Brass Ring Marketing Excellence Awards, organised 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, recognises quality, originality, creativity and excellence across a range of different criteria, including the concept and production. The IAAPA judges also evaluate the success of the advert.

The Safari Park impressed the judges with its 30-second advert to promote its latest £2.5m The Land of the Living Dinosaurs development. Designed to convey the excitement and scale of this groundbreaking attraction, the ad follows a family as they meet the stars of the UK's largest animatronic dinosaur attraction. Produced by M3 Communications, production involved a full day’s filming, followed by an two months of studio work to create its blockbuster feel.

Daniel Griffiths, marketing manager at the Safari Park, said: “The IAAPA Brass Rings are the ‘Oscars’ of the theme park and attraction world, so to have scooped the class two 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.”

The advert was aired across Midlands and Wales terrestrial TV, Sky Adsmart and cable channel Nick Jr, as well as across Midlands-cinemas before the showing of Jurassic World over the summer. It has been viewed 85,000 times on Youtube and more than 290,000 times on Facebook. The Safari Park has enjoyed a 15 per cent increase in visitor numbers since the opening of The Land of the Living Dinosaurs, something that has been contributed in part to the awareness raised by the digital video commercial.