Marketing Currents - Business and Marketing Current Events

Royal Caribbean’s CEO said its massive new ship was designed for Instagram. I saw 9 things on board that make it a social-media sensation.


Jason Liberty, Royal Caribbean Group’s president and CEO, said Icon of the Seas has “Instagrammable moments” that generate “FOMO” from guests’ friends and family, in turn driving more bookings.

Click here to read the story at

Discussion Questions:

  1. What is social media marketing?
  2. Why is it important to businesses and brands?
  3. What is the “Icon of the Seas”?
  4. Why is it important for Royal Caribbean to market “Icon of the Seas”?
  5. This story reports that Royal Caribbean intentially created “Instagrammable moments” on Icon of the Seas. What does that mean?
  6. Why did they do that?
  7. What is one example of an Instagrammable moment on Icon of the Seas?
  8. How might these moments create “FOMO” among consumers browsing on Instagram?
  9. How might Royal Caribbean benefit from Instagram activity from a marketing perspective?
  10. Do you think there are any risks for Royal Caribbean with any increased conversation about Icon of the Seas on social media? Why or why not? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.