Carnival Corporation today have announced a new brand for their portfolio, fathom.
Fathom will be a groundbreaking new brand and incorporates the new idea of social impact travel. Fathom will offer passengers the chance to experience a holiday like no other.
Fathom will look to offer “transformative, holistic impact and long term sustainable development.”
The new brand is looking to offer an authentic approach to travel which can be sustainable and beneficial to the partnering countries.
The maiden voyage will take place in April 2016 on board Adonia. The ship is being re-deployed from P&O Cruises and will offer seven night cruises from Miami to the Dominican Republic.
Arnold Donald, CEO of Carnival Corporation explained:
“fathom will cater to a growing market of consumers who want to have a positive impact on people’s lives, and aren’t always sure where to begin. We believe travel is a meaningful way to allow for personal growth while making purposeful and engaging contributions to the world. We are so pleased that fathom will give travelers a unique opportunity to work alongside local people as part of a larger scale effort that will demonstrably improve lives. Both our travelers and the local citizens will learn and benefit from the opportunity to serve together.”
To spearhead the new brand, Carnival have appointed Tara Russell, founder and chairman of Create Common Good, a food production social enterprise, as CEO of ‘fathom’. She said:
“We created fathom to meet the real hunger in the world for purpose, while at the same time tackling profound social issues through a sustainable business model.
We harness the assets and resources of the world’s largest travel and leisure company and combine them with the talents and hearts of those working in social enterprises around the world.
Travelers will work in partnership with proven, trusted local organizations on the ground to amplify their missions for far greater, sustained impact. Because fathom will bring hundreds of travelers to a destination on a regular basis, fathom can achieve focused and holistic, collaborative contributions in a broad region of the country – allowing fathom travelers to make a collective, transformative impact that they know will extend far beyond their involvement. They also will know they played an important role in ensuring the region flourishes. We are excited about making the Puerto Plata region of the Dominican Republic our first partner destination, and we are optimistic about taking all that is being built in and through fathom to other global destinations and to the broader Carnival corporate family. Fathom will mobilize, educate and equip up to 700 travelers on every trip allowing for thousands of impact activity days per week – and tens of thousands of travelers a year to communities of promise, providing unprecedented scale for impact. Fathom has been built differently, having worked carefully to ensure any and all efforts fathom travelers engage with are authentically impactful, scalable and sustainable. fathom’s scale allows the opportunity to continuously innovate in the social impact space, while achieving holistic, transformational societal contributions that will help a broad region flourish”
Carnival have been working on the idea and designs since late 2013 and it is a brand which is unique to the cruising industry as a whole.
Fathom is hoping to attract a wide variety of passenger types ranging from the ages of 20 to 60 mainly from North America, UK and Australia and will cater for those passengers on board the ship and ashore in terms of social impact activities.
Fathom is looking to focus particularly on education, environment and economic development and will be working in conjunction with the parterning country in order to fufil this.
Tara Russell further added:
“Together we aim to help communities and travelers flourish by providing immersive, life-changing experiences for travelers and allowing our partner communities to prosper”
Fathom will indeed take the lead in this new format of travel and will give the cruising industry a new fresh and rewarding approach.