In June 2015, Carnival Corporation launched a new brand called Fathom, defining a new travel category called “social impact travel,” that offers consumers authentic, meaningful travel experiences to work alongside locals as they tackle community needs. Its first destination was the Dominican Republic.
While the launch of a new service-minded business within a large for-profit company was an exciting development, the team faced numerous challenges.
Through a sound media approach, the team overcame the challenges and generated 7,085 placements earning 3.37 billion impressions. Coverage was overwhelmingly positive and featured top tier and influential print and online media.