The Estonian Maritime Museum needed to keep visitor numbers strong at Fat Margaret while the Seaplane Harbour was closed for renovation. To do this, a creative mystery-themed concept was developed: an immersive, theatrical, four-episode museum tour produced together with Kellerteater. The campaign included outdoor ads, digital banners, and a series of recycled old crime-novel flyers. As an unconventional twist, vintage crime books were redesigned with new covers and recirculated through cafés and social media nostalgia groups. The result was a complete sell-out of the performances within days, and due to public demand, “The Secrets of Fat Margaret” was brought back for an autumn season.