LIVE IT CASE STUDY
THE QUEEN’S HOUSE ICE RINK
Staged within the grounds of a UNESCO World Heritage Site at Royal Museums Greenwich, The Queen’s House Ice Rink is London’s most elegant skating experience. LIVE IT was appointed to deliver a fully integrated solution covering ticketing, marketing, and customer service, with the challenge of launching a major attraction at a sensitive heritage location and building a new audience from a standing start.
By implementing a data-driven, commercially-focused strategy, LIVE IT powered a successful season that delivered a 9.39x overall marketing ROI. The operation combined advanced ticketing and precision-targeted marketing with a highly efficient, automated customer service model, establishing the rink as a must-visit winter destination for London.
case study
Set against the stunning backdrop of the Queen’s House and Greenwich’s world-famous skyline, the ice rink offers visitors a unique opportunity to skate in the heart of a royal park. As part of Royal Museums Greenwich, the attraction blends festive magic with British history, creating a premium experience for families, tourists, and Londoners alike.
Challenge: A World-Class Venue in Need of an Enterprise-Level Platform
After a challenging previous season and a year’s hiatus, The Queen’s House Ice Rink needed to relaunch with confidence. The event required a robust, flexible, and commercially-focused ticketing platform that could handle a complex mix of ticket types, drive revenue, and provide the operational stability needed to restore its premium reputation. A primary challenge was to re-launch the ice rink in London’s crowded winter market and build a customer base, reputation and following from zero. Success required a highly commercial strategy that could drive significant ticket sales and a strong return on investment, while respecting the unique brand and operational sensitivities of a world-class heritage site. The ticketing, marketing, and customer service functions had to be flawlessly integrated to deliver a premium experience from the very first click.
Solution: An Advanced Ticketing Platform at the Core of an Integrated Strategy
LIVE IT placed its enterprise-level ticketing platform at the heart of the solution. This technology-first approach provided the solid foundation needed to rebuild the event, with the customer service and marketing functions designed to integrate seamlessly with the platform’s capabilities. This created a powerful, unified system where every part of the operation – from ad-click to on-site scan – was connected, efficient, and data-led.
1. The Ticketing Engine: An Enterprise-Level, Commercially-Optimised Platform
The LIVE IT platform was configured to maximise revenue and provide total operational control. It managed a complex structure of various booking pages and ticket types – including adult, child, family, VIP, and Royal Museums Greenwich member tickets – alongside targeted school, community and partner offers. The system’s flexibility allowed for strategic upselling, with strong performance in VIP ticket sales, and provided real-time data that enabled the team to optimise pricing, availability and messaging. The platform provided a robust, reliable, and commercially powerful sales channel that performed flawlessly even during peak demand, with integrated donation options and automated discounts applied at checkout for larger groups and families. Custom dashboards and stakeholder portals gave every member of the team real-time visibility of ticket sales and financial performance, turning ticketing data into a live strategic tool that informed decisions across the entire operation. The flexibility and advanced technology of the platform also helped make the rink more accessible to the wider community, supporting special programming and fully integrating with Nimbus Disability’s Access Card system to ensure visitors with disabilities could easily communicate their access requirements and enjoy a smoother, more inclusive booking experience.
2. The Customer Experience: Efficient, Tech-Led Service
To deliver a premium experience at scale, LIVE IT implemented a highly efficient customer service model integrated directly with the ticketing system. An intelligent AI chatbot was deployed to handle the majority of visitor queries, successfully resolving 92% of all inbound issues without human intervention by drawing on real-time booking information. For more complex queries, a dedicated team maintained a 90-minute average response time and a 100% resolution rate, ensuring every customer received fast, effective support. This combination of automation and expert support delivered a 99.9% customer satisfaction score and a 4.5-star overall rating.
3. The Growth Engine: Precision-Targeted Marketing
With the ticketing and service functions providing a rock-solid foundation, LIVE IT partnered with Carousel PR and Arragon Digital to drive high-intent customers directly to the booking platform. A highly effective Google Ads campaign was a key driver of ticket sales, supported by a targeted social media strategy that helped build a new audience from the ground up. This digital activity was amplified by a high-impact PR campaign, extensive community engagement, and dozens of partnerships developed by the LIVE IT marketing team with local institutions, universities, organisations, and businesses. These collaborations helped embed the rink within the local community while also supporting local economic development by promoting Greenwich’s hospitality and entertainment offering. In total, the campaign secured 194 pieces of media coverage with a combined reach of over 194 million, firmly re-establishing the rink in the London market.
Results
By bringing ticketing, customer service, and marketing together under one integrated platform, LIVE IT helped transform The Queen’s House Ice Rink into a fully optimised, high-performing attraction, achieving a 9.39x marketing ROI, a 99.9% customer satisfaction score, and a 4.5-star Google rating that placed it among the highest-rated attractions in London.
◆ Robust, Enterprise-Level Platform: A remarkable result powered by a system that handled complex ticket types and 94% of bookings online without issue.
◆ 99.9% Customer Satisfaction: Achieved through a highly efficient service model, where an AI chatbot resolved 92% of all queries automatically.
◆ 9.39x Overall Marketing ROI: A highly profitable return, driven by a ticketing-integrated digital campaign that generated a 20.9x ROI on Google Ads.
◆ Deep Local engagement: A targeted community outreach programme delivered 2,742 group bookings from schools and local organisations, converting grassroots relationships directly into real visits.
◆ 4.5-Star Google Review Rating: Exceptional visitor satisfaction, reflected in a Google rating that placed the rink at the very top of London’s seasonal attractions.
