Four Colman Getty have been working on an innovative marketing campaign with Harper Collins and Agatha Christie Ltd to launch the new Hercule Poirot mystery The Monogram Murders by Sophie Hannah.
One of the biggest global publishing events of 2014 and distributed in 28 languages in over 50 territories, The Monogram Murders is the first Poirot mystery to be published in 39 years.
The campaign had as many sub-plots and twists as an Agatha Christie novel itself and included developing a fictional hotel brand and launching it as a real hotel, creating a dedicated website, social media channels and e-newsletter.
The launch event saw an immersive theatre company called RIFT take over The Ritz London, to re-create the opening night of a fictional hotel from the novel, called The Bloxham, and welcomed over 100 guests including media, VIPs and ‘Poirot’ himself. During the event live tweeting, Facebook posting and vines were released giving the global fan base an opportunity to be part of the evening.
The venture has shown the opportunities that exist through working with experiential and immersive theatre partners and will be entered for a number of digital marketing innovation awards.