How Iceland Writers Retreat markets itself as an international writers event

The first Iceland Writers Retreat (IWR) was held in 2014. It has since grown to be an annual event that boasts participants from around the globe, who travel to Iceland to learn from internationally renowned faculty, immerse themselves in the literary traditions of Iceland, and explore an unforgettable setting. This report outlines and examines Iceland Writers Retreat marketing efforts, particularly online. Further, it historicizes the beginning and inspirations of IWR, and delineates IWR’s role within both the landscape of international writing events and the liminal space it occupies between the Icelandic tourism industry and cultural sphere. It aims to outline marketing best practices that can be useful not only to other writing retreats and events, but also to any cultural organization that is moving their marketing efforts primarily online. Finally, it attempts to highlight opportunities for IWR to continue to grow their audience—both online and at the event.