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Carnival Corporation Launches New Brand

Today Carnival Corporation launched a new brand called fathom, defining a new travel category it is calling "social impact travel," that will offer consumers authentic, meaningful impact travel experiences to work alongside locals as they tackle community needs. What sets fathom apart is the long-term, systematic partnership approach with its partner countries paired with the unique business model that allows for sustained impact and lasting development. fathom's scale and global vision reach beyond what the world has ever seen.  

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

"Travelers will work in partnership with proven, trusted local organizations on the ground to amplify their missions for far greater, sustained impact," Russell said. "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 throughfathom 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," said Russell. "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."
 

Fathom will attract people of all ages and from all walks of life, but especially North American, U.K. and Australian citizens ages 20 to 60 years old who are eager to discover their individual gifts, and unleash their personal passions and talents to improve the world. The company expects to be particularly popular among:

  • Millennials – people in their 20s and 30s looking to make a difference in the world;
  • Parents seeking a way to open their children's eyes to other parts of the world in a meaningful way (approximately half of travelers are expected to be families); and
  • Adults 50+ years of age eager to find rewarding ways to help other people apart from writing a check.

Dominican Republic identified as fathom's first social impact partner destination

The new brand selected the Puerto Plata region of the Dominican Republic as its first impact destination based on a number of factors: genuine needs, infrastructure to support social initiatives, enthusiasm for the fathom concept by locals at all layers of society including country officials, its location (proximity to Miami and Amber Cove. The fathom team worked closely with local Dominicans, resident Dominican business and educational leaders, Dominican government officials and leading non-governmental organizations (NGOs) in the country to fully understand the societal needs and determine the best way for fathom to participate in addressing those needs.

When not participating in social impact activities, travelers will enjoy exploring the beauty of the region, experiencing the many Dominican beaches and sites of interest, or participating in any one of an array of different recreational activities available to the entire family of Carnival Corporation brands visiting Amber Cove and the Puerto Plata region.

The onboard experience will be customized to this unique travel market, including specialized, purposeful retail options and amenities, as well as geographically inspired menus, music, and additional onboard cultural immersion. While docked in the Dominican Republic, the fathom ship will serve as a comfortable, convenient home-base for travelers.

There will be four pricing levels, based on cabin configuration and location – interior cabins, exterior cabins with a window, exterior balcony cabins and suites. Additional recreational activities, cabin upgrades, and dining and beverage packages will be priced separately. Travelers may begin tailoring their trip in fall 2015 (e.g., impact activities selection, cabin selections, etc.).

Details and pricing will be available with Nationwide Cruises and Vacations.