This upcoming 2025 release by BookTok sensationBrynne Weaverhas one of the coolest marketing campaigns on Bookstagram, and everyone needs to talk about it more. It’s been fun to see the author campaigning for her upcoming title,Tourist Season.There’s excitement in everything fromWeaver’s book launch party kits for indie bookstoresto her various sneak peeks.
Weaver’s appearances at bookish events and on other platforms have also been incredibly entertaining, especially when she detailedButcher & Blackbird’sinspirationonThe SmashCast(viaInstagram). However, to me, her campaign to help market the first book in her new series,Tourist Season,has got to take the prize as the most inventive marketing strategy on Bookstagram in a while.
Tourist Season’s Cape Carnage Instagram Is One Of The Coolest Marketing Campaigns Ever
Weaver Created An Instagram To Explore The Fictitious Town
Weaver’s Cape CarnageInstagramis one of the greatest ways to market a book that I have seen in a while, showcasing her innate understanding of social media. Weaver first posted to the Cape Carnage Instagram in May 2025, the photo displaying the sign for the fictitious town as a welcome to excited readers.
Since then, Brynne Weaver’s Cape Carnage Instagram has highlighted several locations that are likely to be inTourist Season,including The Capeside Inn, A Shipwrecked Bean, and The Carnage Theatre. She has even posted about fictitious events in Cape Carnage, a direct contrast toLove & Other Killers' announcement, which reveals nothing about the new novella.
The Cape Carnage Instagram is not just a great way for Brynne Weaver to advertiseTourist Seasonto audiences who love her work. It is a perfect means of constructing a world ahead of time while also marketing the final product. This is a tactic other genres could benefit from as well.
More Books Should Adopt This Marketing Strategy (Especially Fantasy Ones)
Cape Carnage Offers More Immersive World-Building
Weaver’s marketing strategy needs to be adopted by more books in a variety of genres, as it would help authors make their world-building even more immersive. While there are severalfantasy books with unique magic systemsthat are fascinating to read about, some of those same books struggle with optimizing their settings.
By doing this, Weaver is able to set up the small town setting ofTourist Seasonahead of the book’s launch, giving audiences small glimpses of what to expect in the narrative through these location reveals.
Tourist Season’s marketing ultimately demonstrates a modern approach to world-building that both entices and keeps the mystery of a storyline, which would make it beneficial for other genres with more intricate rules to adopt. As a result,Brynne Weaveris able to set up the bloody and hilarious storyline to come perfectly as her new series' release date draws closer.
