Carnival Corporation Launches New Brand, Creates New Travel Category
The company's first destination will be the
fathom will operate as a standalone brand, the 10th global brand in the
Travel That Creates Enduring, Transformative Social Impact
"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
Donald brought in a non-traditional, social entrepreneur,
"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.
"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
According to Russell, the fathom team took an innovative design-thinking approach to deeply understanding both its travelers, as well as the needs identified by stakeholders across all parts of society in the
"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."
Based on extensive market research, fathom has identified a sizable and growing market of potential social impact travel consumers – 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. According to research, nearly 40 percent of the individuals who will book a social impact trip on fathom might otherwise never have chosen to cruise.
According to Russell, fathom will attract people of all ages and from all walks of life, but especially North American,
- 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.
"During the past 10 years, in countless conversations I have had with people eager to serve others and make meaningful societal contributions, there has been a common theme – people struggle to know where they fit in and often people have challenges finding trusted, easy ways to make a difference," said Russell. "fathom exists to address this desire and to create enduring, life-changing impact, both in the communities where fathom operates, and in the lives of the travelers who embark on one of our journeys, allowing for unique impact experiences before, during and after the trip."
The new brand selected the Puerto Plata region of the
fathom has initially identified two lead impact partners in the
A portion of every ticket purchase price will go directly to fathom partner organizations to cover on-the-ground activities in the
"Having led the Dominican based non-profit IDDI, for more than 31 years, I have worked with a very large number of corporations ranging from energy, sugar, chocolate and cigar producers, as well as tourism and free-trade zone companies," said
"Entrena is excited about and committed to the fathom concept of impact travel for the north coast of the
fathom experience focuses on education, environment and economic development
The fathom journey is a carefully designed, holistic impact journey and will begin with one to two days at sea preparing hearts and minds for the on-the-ground experience, including a wide variety of fun and engaging impact-readiness experiences, ranging from an orientation to the
fathom travelers may build their own schedules and will have the flexibility each day to choose from a variety of social impact and recreational activities. At launch, the company will offer a selection of fun, immersive, and meaningful activities focused on education, the environment, and economic development along with all the incredible experiences the Puerto Plata region innately has to offer.
Impact activities will vary in length from a few hours to multiple days. Depending on their passions and skills, travelers may spend up to three days on causes they care about, working alongside locals and fathom partner organizations on one or more projects suitable for a wide range of ages, levels of skill and amounts of physical activity. Sample activities may include:
Economic Development: Help cultivate cacao plants and organic fertilizer at a nursery and assist a local women's cooperative in producing artisan chocolates. This activity is designed to produce high-quality plants to increase farmers' yields through sustainable practices and – importantly – create income opportunities for rural women. Over time, this activity will allow the cooperative to increase their workforce so the cooperative can achieve economic independence.
- Educational: Work side by side with Dominican school teachers in classrooms to teach English skills and help boost students' academic performance; and participate in adult-learning programs to teach small groups of local community members conversational English to help improve their ability to qualify for jobs that provide a higher level of income.
- Environmental: Provide hands-on support to craft and build water filters – using clay, a natural resource found locally – and deliver those filters to families throughout the community to provide healthy drinking water. With limited piped water supply, this will make a meaningful difference in the quality of people's lives throughout the region.
"Together we aim to help communities and travelers flourish by providing immersive, life-changing experiences for travelers and allowing our partner communities to prosper," said Russell.
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
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
Travelers may reserve travel on future fathom voyages
Travelers may reserve a spot on future fathom sailings by calling any travel agent or visiting www.fathom.org or by calling 1-855-9fathom. Prices for the seven-day trip to the
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.).
The future of social impact in
In addition to leading the new fathom brand, Russell will work with
"With fathom, we are building one-of-a-kind, collaborative community social impact models and experiences and a solid network of reputable local and global NGO partnerships that, once established, can be considered for replication across global regions and company brands," said Russell. "As fathom grows and evolves, we will continue exploring additional fathom destinations and experiences and identify powerful brand partnerships we can establish, both within the Carnival Corporate family, and also more broadly outside the corporation with other like-minded impact brands.
"In addition, we will evaluate these unique fathom assets to determine which models can be scaled across other Carnival brands as a way to bring new experiences to existing cruise line guests."
Together, these brands will operate 100 ships in 2015 totaling 219,000 lower berths with eight new ships scheduled to be delivered between 2016 and 2018.
Additional information can be found on www.carnival.com, www.hollandamerica.com, www.princess.com, www.seabourn.com, www.aida.de, www.costacruise.com, www.cunard.com, www.pocruises.com.au, www.pocruises.com and www.fathom.org.
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Media Contacts: Roger Frizzell, Carnival Corporation, RFrizzell@Carnival.com, (305) 406-7862, Mike Flanagan, LDWWgroup, Mike@LDWWgroup.com, (727) 452-4538, Investor Relations: Beth Roberts, Carnival Corporation, ERoberts@Carnival.com, (305) 406-4832