Carnival launches ‘social impact’ brand Fathom

Carnival Corporation has announced it is launching a new brand called fathom focused on “social impact travel.”

Beginning in April 2016, the company will embark on seven-day voyages from PortMiami on the MV Adonia, a 710-passenger vessel redeployed from P&O Cruises.

According to Carnival, the brand will offer consumers authentic, meaningful impact travel experiences to work alongside locals as they tackle community needs.

Depending on their interests and skills, travellers will have the opportunity to choose from a range of social impact experiences both on and off ship.

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

“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 travellers a unique opportunity to work alongside local people as part of a larger scale effort that will demonstrably improve lives.

“Both our travellers and the local citizens will learn and benefit from the opportunity to serve together.”

Tara Russell, founder and chairman of Create Common Good (createcommongood.org), a food production social enterprise, will serve as President of fathom and as global impact lead for Carnival Corporation.

“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.”

Carnival added that part of fathom’s intended audience is people in their “20s and 30s looking to make a difference in the world.”