Carnival Launches Social Impact Cruise Brand

 Carnival Corporation & plc has launched a new brand called fathom™, defining a new travel category it is calling “social impact travel”.

Fathom will operate as a standalone brand, offering consumers an opportunity  to work alongside locals as they tackle community needs.

The company’s first destination will be the Dominican Republic, where the average household income is approximately USD 6,000 a year and more than two million Dominicans do not have access to piped water.

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

Carnival said that depending on their passions, interests and skills, travelers will have the opportunity to choose from a range of social impact activities and experiences both onboard and onshore.

“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,” said Arnold Donald, CEO of Carnival Corporation.

“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.”

Donald brought in a non-traditional, social entrepreneur, Tara Russell, Founder and Chairman of Create Common Good, to lead this effort. Russell will serve as President of fathom and as Global Impact Lead for Carnival Corporation.

In addition to leading the new fathom brand, Russell will work with Carnival Corporation’s nine other brands on social impact strategies and opportunities.

“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,” said Russell.

“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.

Based on extensive market research, fathom has identified that there are approximately one million North Americans who are strongly predisposed, in addition to global travelers already pursuing service-oriented travel experiences worldwide, who will be interested in this type of travel offering.

In addition, the company believes fathom will attract a significant number of travelers who have never before cruised, nearly 40 percent of the individuals who are expected to book a social impact trip on fathom.

Carnival said that a portion of every ticket purchase price will go directly to fathom partner organizations to cover on-the-ground activities in the Dominican Republic, including supplies, travel, personnel to assist with the activities and funding to support the partner organizations’ overall missions.