The Murdér Express
The Murdér Express (Bethnal Green) is an immersive 1930s-themed murder mystery dining experience at Pedley Street Station in London, combining a live interactive theatre show with a three-course meal curated by Lunar.
The objective when Dash was brought in was clear: grow the audience for an immersive experience that sits in a category most people have never heard of and cannot search for by name, rebuild the website, and make the revenue it generates traceable back to the marketing driving it.
Dash Agency was appointed to lead organic search and website design, alongside social media, email marketing, PR, graphic design and print across the account.
Industry
Services
DETAILS
Dash Agency runs The Murdér Express’s organic search, social media, email marketing, PR and design, presenting the same immersive 1930s world consistently across every channel.
Our Approach
A full rebuild of the social presence, a new website with SEO built around what people actually search for, and paid social optimised for high value conversions rather than clicks. Content targeted the category question itself, and “What Is Immersive Dining” now holds the top position on Google with a featured snippet.
Results
4.41x return on ad spend across paid social campaigns.
£246k revenue from organic search.
366% increase in organic traffic during the campaign dates, with new users up 371%.
For a category most people have never heard of, owning the definitive answer to what it even is has turned curiosity into bookings.
Social Media
Dash manages The Murdér Express’s Instagram with static posts and carousels built from real production imagery and branded graphic templates, deliberately leaving video and Reels to the client’s in-house team. Content ranges from educational carousels explaining what to expect on board, to practical posts covering family and weekend ticket options, to milestone moments such as the show’s 500th performance, all carrying consistent typography and branding drawn from the show’s 1930s world.
Email Marketing
Email campaigns speak in the same in-character voice as the brand, from a “Hello Connoisseur” booking nudge built around “Dinner. Drinks. Drama.” through to a single clear call to action, alongside seasonal and show-specific sends built around new productions such as Part Deux: Jewel of the Empire.
PR
PR activity spans influencer outreach and dedicated press and PR nights, supported by a bespoke press kit Dash produced covering the story, key highlights, the menu and practical details for journalists. The account has picked up press coverage from outlets including On In London, The Handbook, The Enquirer, London The Inside and The Curious Pixie, and previously won Design My Night’s Best Experience in London award.
Graphic Design & Print
Dash designed the full menu suite guests receive on board: the main three-course dinner menu, the children’s menu, the Refreshment Roster drinks list for group bookings and private hire, and two dedicated pairing menus (The Drinks Journey cocktail pairing and the Wine Pairing Menu). Every menu is built to a single Art Deco design system: a black bordered frame, ornate corner detailing, sunburst motifs and the show’s gold and black wordmark, so guests hold the same branded world at the table that they see online.
The Murdér Express is part of our growing client base across London. See how we approach hospitality marketing for other venues, and production for brands investing in premium content.
