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One year after losing his only ship, Carnival Corp.
experimental concept Fathom remains alive and busy reinventing himself, although
we do not talk much about it.
Carnival's social impact brand made history in the spring of
2016 being the pioneer of the company bridgehead between Miami and Cuba. It was also
key to opening Carnival's $ 85 million port of call at
Dominican Republic.
What distinguished it most from other cruise brands was that
he gave to travelers who were interested in doing charity work on vacation a
Yet, despite a considerable boost by the CEO of Carnival Arnold
Donald, Fathom has failed to achieve critical mass as a standalone brand, so
Carnival has returned Fathom's only ship, Adonia, to her P & O cruises
subsidiary in June 2017.
Since then, Fathom has operated in the lowest keys. he
remains a Carnival brand, said the company's chief communication officer Roger
Frizzell, although a mark without a boat. Yet his heart still beats in a
Tara Russell, founder and brand director, said:
In many ways, we see ourselves as Carnival Corp's creative travel lab. …
we have a wide variety of activities that we drive and undertake for the
organization. "
In particular, Fathom focused on two projects
Carnival. The first is to maintain Fathom's original mission on a small scale
within the Princess Cruises brand. The second is the creation of a Fathom style shoreline
excursions in the Caribbean. If projects thrive, they could pave
the path to a rebirth of Fathom on a more sustainable basis.
The Fathom adventure with Princess involves the booking of
Travel Deep includes seven Princess cruises this year. The deep journey
concept takes over for the most part Fathom's mission of social impact
meaningful activities on a cruise but in this case within the friendly
confines of a large cruise ship and its activities.
"This is an introduction to test the audience, test the
appetite and test the reception, "said Russell, who works in Seattle.
She retains the titles of Fathom chairman and lead of global impact to
Carnival Corp.
To participate in Travel Deep, cruisers pay a premium of $ 200.
The package includes up to three shore excursions, a cocktail,
Onboard programs, organized dinners and products of the Fathom brand.
Four of the seven cruises have sailed to the present day. The first attracted
142 participants.
"We have had a mix of numbers since then on different
Said Russell, adding that the satisfaction scores were very
Russell pointed out that there was not a lot of time between
the marketing of cruises and departure dates.
"If we were to offer this more completely, it would be our
the intention to open in a wider range of times in the reservation curve, "
she said.
Time-limited marketing for Travel Deep has mostly
Fathom, but the princess also contributed, and Russell said
Princess Vice President of Sales John Chernesky spoke up to the
"He said that it was encouraging, because people have
Russell said:
A second clandestine project underway at Princess debuted
this summer under the name Detourists Caribbean. It is offered to all
passengers on the Caribbean Princess and takes many items on board
Fathom program, such as storytelling and photography workshops.
Another feature parallel to the Fathom program on board is
the placement of surprise boxes for passengers to find. On Fathom, they were
called Curiosity Boxes, and they contained placards that had inspired
sayings.
On the Caribbean princess, the boxes are orange and
are called Detourist traps.
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