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» Cruise Talk   » Cruise Lines   » Carnival Creates New Brand - fathom

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Author Topic: Carnival Creates New Brand - fathom
joe at travelpage
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posted 06-04-2015 04:32 PM      Profile for joe at travelpage   Author's Homepage   Email joe at travelpage   Send New Private Message      Edit/Delete Post  Reply With Quote 
Carnival Corporation & plc (NYSE/LSE: CCL; NYSE: CUK), the world's largest travel and leisure company, today named Tara Russell president of fathom and Global Impact Lead of Carnival Corporation & plc.

In this newly created role, Russell will oversee all aspects of fathom, a new brand from Carnival Corporation whose unique business model for sustained impact and lasting development creates a brand with size, scale and global vision that reaches beyond what the world has ever seen.

Under Russell's direction, fathom will offer travelers unique opportunities to become immersed in another culture, work alongside its people to create enduring, life-changing impact, and build community with like-minded travelers – all on a scale never before seen. As the corporation's Global Impact Lead, she will work with Carnival Corporation's 10 brands on social impact strategies and opportunities. Russell generated the idea and vision for fathom in 2013 and has been working since January 2014 to research, design and develop the brand's business model.

"For years Tara has inspired others leading by example and contributing her talents, expertise and insights to move mountains to create positive social impacts that transform lives and communities," said Arnold Donald, President and CEO of Carnival Corporation. "During the past 18 months, Tara has led a team that has worked hard to develop the impact travel concept, build the fathom vision and design the product, and test and size the market, I can think of no better person to lead this new and exciting initiative."

Russell is a 20-year veteran of the global private and public sectors, and has worked internationally for companies including General Motors, Nike and Intel. At GM, she was chosen to represent Saturn Corporation in the Shanghai GM New Vehicle Build & Launch Project in 1999 in China. Prior to joining the Carnival Corporation family, Russell founded and served as CEO of Create Common Good, a non-profit helping people achieve self-sufficiency and financial independence by providing foodservice job training through a business-to-business food production model.

Previously, Russell was part of the founding team of Jitasa, a global social venture focused on providing affordable financial services to the non-profit industry. She also worked for four years in Thailand, offering pro bono small business development training to non-government organizations, and co-founded NightLight, an international organization that addresses the complex issues surrounding human trafficking and prostitution, including helping women seeking freedom from sexual exploitation.

In 2014, Russell was invited by the World Economic Forum to join its global leader community and to be a Founding Curator for a Global Shapers World Economic Forum Community. She sits on a number of community and advisory boards and has spoken about social enterprise and impact innovation internationally. Russell holds a Bachelor of Science in Mechanical Engineering with Highest Honors from the Georgia Institute of Technology.

fathom will set sail out of the Port of Miami in April 2016, and its first impact destination will be the Dominican Republic. Beginning in June 2015, travelers may reserve a spot on future fathom sailings by visiting www.fathom.org


Posts: 29976 | From: Great Falls, Virginia | Registered: A Long Time Ago!  |  IP: Logged
reeves35
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Member # 6021

posted 06-04-2015 10:25 PM      Profile for reeves35   Email reeves35   Send New Private Message      Edit/Delete Post  Reply With Quote 
Excuse the pun, but I initially found this a bit hard to fathom.

I wonder if this is the long term future of Adonia and whether she will be rebranded into something more appropriate..


Posts: 343 | From: Melbourne, Australia | Registered: Oct 2005  |  IP: Logged
Globaliser
First Class Passenger
Member # 4153

posted 06-12-2015 10:47 AM      Profile for Globaliser     Send New Private Message      Edit/Delete Post  Reply With Quote 
quote:
Originally posted by reeves35:
I wonder if this is the long term future of Adonia and whether she will be rebranded into something more appropriate..
Full Fathom Five?

It's the first thing that pops into my head. Maybe this isn't a good cruise line for those who know some Shakespeare.


Posts: 1869 | From: UK | Registered: Sep 2003  |  IP: Logged
PamM
First Class Passenger
Member # 2127

posted 06-20-2015 12:02 PM      Profile for PamM   Author's Homepage     Send New Private Message      Edit/Delete Post  Reply With Quote 
I just keep thinking 'Fathom' - 6ft - out of their depth..

Pam


Posts: 12176 | From: Cambridge, UK | Registered: Jun 2001  |  IP: Logged

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