MURDER
MYSTERY.
A theatrical event format touring the UK’s most storied locations. Immersive. Classy. Smarter than it looks. Fully sponsorable, fully licensable — and considerably more cryptic than the name suggests.
CLASS.
THEATRE.
A TWIST
YOU WON’T
SEE COMING.
Murder Mystery (working title) is a theatrical event format built around immersive storytelling, carefully chosen locations and an audience that thinks it knows what it’s walked into. It doesn’t.
The format is designed to feel familiar — the setting, the atmosphere, the sense of occasion — while quietly being something far more considered underneath. There is wordplay involved. There is a character called Abigail. Beyond that, the full concept is best heard in person.
What we can tell you is that it works across multiple formats, it tours beautifully and it appeals to an audience that likes its entertainment with a little more wit than it’s used to getting.
LIGHT ON
ITS FEET.
SHARP
UNDERNEATH.
The concept is more layered than the name suggests — and the locations are not a coincidence. We’re not spelling it out here, but brands with a feel for this kind of thing tend to get it immediately. The hook rewards attention.
Location
Is Everything
Westminster. Whitby. Tewkesbury. Sherborne. Romsey. Battle. Each location has been chosen with care — the kind of care that will make more sense once you know the full concept. These aren’t random towns. They’re part of the joke. And it’s a good one.
Theatrical,
Not Pantomime
This is a format with genuine production values — costumed cast, proper staging, a real script and an audience that’s there for an evening, not a function room activity. The class of the execution is what makes the wit land. Low-grade doesn’t work here.
Tour Ready.
IP Owned.
The same format travels to new locations with new audiences who’ve never seen it before. Each iteration reinforces the brand attached to it. A touring format with consistent visual identity and a memorable hook builds recognition in a way a one-off event never can.
TEN
LOCATIONS.
ONE
FORMAT.
Each location has been selected deliberately. The pattern will become clear. Until then, take note of where Abigail has been spotted — she gets around.
CAST.
SCRIPT.
AUDIENCE.
A fully costumed, scripted theatrical experience — performed by a cast who play it completely straight, in a venue that earns the atmosphere.
An audience that participates — not passively watching, but drawn into the story, invited to question suspects and ultimately expected to reach a verdict.
A format that travels — the same concept, cast and script adapts to each new location. The tour is part of the story. The locations are not arbitrary.
Content naturally produced throughout — costume, atmosphere, character interactions and the reveal moment all generate shareable material without forcing it.
Murder mystery as a format already has a proven, enthusiastic audience in the UK. Ours is a more considered version — the production quality is higher, the concept is smarter and the setting is chosen rather than convenient.
The people who come are looking for an evening that gives them something to talk about. They dress for it. They tell people about it afterwards. That word-of-mouth quality is built into the format — not manufactured after the fact.
For brands with an affinity for fine dining, theatre, heritage, wit or anything that rewards being taken seriously without being stiff — this is a natural environment.
FOR BRANDS
WITH A
SENSE OF
OCCASION.
Murder Mystery is fully sponsorable and fully licensable. The format supports multiple brand positions — from headline partner through to drinks sponsor, location partner and content sponsor — all without compromising the theatrical integrity of the event.
Best suited to brands in premium drinks and wine, fine dining and hospitality, heritage and travel, entertainment and leisure, or any brand that values wit over volume and understands that the best placement feels like it belongs.
Title Partner
Brand presence across every location in the tour. Full naming rights, stage presence and content association from Westminster to Battle.
Drinks & Dining
Own the pre-show drinks reception or the dinner table. High dwell-time, high conversation — exactly where a brand in this space belongs.
Venue Partner
Specific locations available for exclusive partnership — ideal for regional brands or those with heritage ties to particular towns on the tour.
Own the Format
The format is licensable IP. A brand with the right fit can own it outright — running it independently, extending the tour and building a recurring property around their identity.