The Context
The opportunity was never limited to selling time on the ice. It was about creating a place people could return to for entirely different reasons.
A rare physical experience with the potential to become a lasting community brand.
Located at Plaza San Miguel in Lima, The Ice Experience brings an unusual form of entertainment into an accessible urban setting. The venue serves first-time skaters, families, students, athletes, groups and companies through public sessions, classes, celebrations and special events. BLY’s role was to help translate that physical experience into a broader brand and digital ecosystem—one capable of communicating excitement, learning, safety and community while supporting different customer journeys around the same rink.
The Constraint
One venue was serving many audiences, but each audience entered through a different message, offer and decision path.
A family planning a weekend activity, a child joining a course, a company organizing a group visit and a customer booking a birthday all require different information. At the same time, promotions, questions and reservations were moving across the website, social media and WhatsApp, with several interactions still handled manually. The challenge was to make the brand feel unified while giving every audience a clearer route from initial curiosity to reservation and participation.
The System
BLY built the communication and digital layer around the rink, connecting brand, content, campaigns, events and customer support.
The work brought together website structure, positioning, social communication, promotional planning, event concepts, partnerships and demand-generation activity. Courses, tariffs, celebrations and special offers received clearer customer journeys, while campaigns could be adapted to families, students, groups and returning visitors. The digital layer also extended into automation: IceBot was developed with The Ice Experience to answer recurring questions, organize information and support human handoff through connected workflows.
The Impact
The rink became easier to understand as a complete experience—not only a place to skate, but a platform for entertainment, learning and community.
The Ice Experience now has a clearer digital foundation for communicating public sessions, courses, promotions and reservations. Campaigns and activations—including family events, seasonal offers, academy communication and ice-sport initiatives—could live within one recognizable brand narrative. Projects such as the Primera Copa Peruana de Hockey sobre Hielo also showed how the venue could connect entertainment, sport, institutions and international partners. The result is a more versatile brand, able to generate different reasons to visit the same physical destination.
