Carnival creates new brand & travel category

Carnival Corporation has launched a new brand, fathom, in the creation of a new travel category the cruise line is calling ‘social impact travel.'

Developed through a number of partnerships with Carnival’s destinations, fathom will operate as a standalone brand - the 10th global brand in the Carnival Corporation family - and will offer consumers authentic impact travel experiences working alongside locals on community projects.

The fathom team will be led by social entrepreneur Tara Russell, founder and chairman of Create Common Good, a food production social enterprise. Russell will serve as president of fathom and as global impact lead for Carnival Corporation. Russell established and led the team that has been working on the design and business model for fathom since late 2013.

Beginning in April 2016, fathom will embark on seven-day voyages from PortMiami aboard the MV Adonia, a 710-passenger vessel redeployed from Carnival Corporation’s P&O Cruises (UK) to begin the new operation.

The company’s first destination will be the Puerto Plata region of Dominican Republic, selected due to its proximity to Miami and Amber Cove (the new Dominican destination being launched by Carnival in October 2015), as well as its infrastructure to support social initiatives. Sample activities may include work at a local women’s artisan chocolate cooperative; assistance in Dominican classrooms teaching English skills and crafting water filters for community families. Similarly, onboard experiences will be customized to the fathom product, including specialized retail options and amenities, as well as geographically inspired menus, music, and onboard cultural immersion.

There will be four pricing levels for the fathom product, based on cabin configuration and location. Additional recreational activities, cabin upgrades, and dining and beverage packages will be priced separately. Travelers may begin tailoring their trip in fall 2015.

For more information, visit http://www.fathom.org.