2pm EDT Breaking
P&O's Adonia to move to a new "social impact" brand call fathom. (Yes, it is spelled with a lower case.) The brand will launch from Miami to the Dominican Republic in April 2016.
Carnival says fathom "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."
The brand will be led by Tara Russell, Founder and Chairman of Create Common Good, a food production social enterprise.
"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
through fathom to other global destinations and to the broader Carnival
The complete story will appear in today's edition of Cruise News Daily.