Carnival Corporation’s newest brand was created to meet the real hunger in the world for purpose, while at the same time tackling profound social issues through a sustainable business model. Fathom is harnessing the assets and resources of the world’s largest travel and leisure company and combining 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, it can achieve focused and holistic, collaborative contributions in a broad region of the country – allowing travelers to make a collective, transformative impact that will extend far beyond their involvement.
Fathom will mobilize, educate and equip 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.
Click here to view Fathom's launch video.
WASHINGTON HEIGHTS, N.Y. (June 4, 2015) – Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), the world’s largest travel and leisure company, today 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. Click here to view full press release.
Tara Russell is the president of Fathom, a social impact company that offers a new category of travel, and global impact lead of Carnival Corporation & plc, the world’s largest travel and leisure company.
Russell generated the idea for Fathom in 2013, and led research, design and development of the brand, business model and experience from January 2014 to launch in June 2015. She now leads the Fathom team as it offers a unique experience to purpose-driven travelers who desire authentic, meaningful social impact opportunities. Fathom provides the opportunity to immerse in another culture and community, and systematically work alongside that community to make relevant contributions that endure. Fathom is the newest addition to Carnival Corporation, which is also the world’s largest cruise company with nine global cruise lines providing extraordinary vacations at exceptional value for nearly 11 million people around the world every year. Russell has responsibility for Fathom and the corporation’s global impact programs and reports to Arnold Donald, president and CEO of Carnival Corporation. Click here to view full bio.
Two Dominican Republic Organizations Partner with Fathom
Conceived in 2013 by Tara Russell, planning for Fathom began in earnest in January 2014. During the next 12 months, Russell and her team made extensive trips to the Dominican Republic to identify and meet with organizations with deep roots in the country, long-established programs and strong community connections. Two organizations stood out: Entrena and the Instituto Dominicano de Desarrollo Integral, Inc. (IDDI).
Entrena specializes in training, education and social enterprising. They have pioneered initiatives in sustainable development, private-public partnerships, alternative public education and human resource development for more than 25 years. The group’s clients range from development workers to baseball players and from private sector to Non-Governmental Organizations (NGO). The Entrena staff works to build bridges between cultures, uncover latent talents in an evolving society, and make the world a better place.
“We believe Fathom will enhance sustainable development efforts to foster widespread prosperity among Dominican Republic communities by improving lives, creating hope for the future, and providing profound and meaningful experiences for Fathom and for all Carnival Corporation passengers,” said John Seibel, founder and president, Entrena, an organization specializing in training, education, and social enterprise.
Adhering to the values of responsibility, diversity, excellence, respect, innovation, empathy and service, Entrena provides language learning, project management, overseas education, training for youth leaders, baseball, community service and more.
IDDI is a non-profit organization created in 1984, which focuses on supporting the low-income population living in both rural and urban areas of the Dominican Republic. Their staff of 205 full-time employees work with, directly or indirectly, 1,780,000 people. The organization’s 5,400 community volunteers and youth promoters reach more than 80,000 citizens.
IDDI manages several projects focusing on a wide range of issues: women’s empowerment, education, child/youth development, disaster prevention, HIV-AIDS, food security, climate change, water, entrepreneurship and ecotourism. The group’s education program seeks to eliminate the worst forms of child labor and to promote personal growth and development of children by improving access to primary school education, literacy and training opportunities.
- Carnival Corporation has identified a sizable and growing market of potential social impact travel travelers – approximately one million North Americans, in addition to global travelers already pursuing service-oriented travel experiences worldwide.
- Nearly 40 percent of the individuals who will book a social impact trip on Fathom will have never before been on a cruise.
- Fathom’s first destination will be the Dominican Republic, a country known for its spectacular beauty but also a country where the average household income is approximately $6,000 USD a year and more than two million Dominicans do not have access to piped water.
- Fathom’s maiden voyage aboard the MV Adonia will be in April 2016 from PortMiami to Carnival Corporation’s $85 million Amber Cove port development, which is the largest cruise industry investment ever made in the Dominican Republic.
- The MV Adonia is a 710-passenger (385 crew) ship owned by P&O Cruises, one of Carnival Corporation’s 10 cruise brands. It measures 591 feet (180 meters) in overall length with a 79-foot (24 meter) beam.
- The price for a 7-day trip aboard Fathom starts as low as $1,540 per person. This includes on-ground impact activities and related supplies, onboard impact programs, meals on the ship, a comfortable stateroom with a window, and taxes and fees. A few select impact activities will have an incremental cost to cover materials and supplies.