Like Samsung electric outlets at airports, Picode GAP taco trucks, or even Jagermeister band sponsorships, brands are seeking ways to hit the whammy bar and delight consumers with their brand.
For the slightly less adventurous, Guamanchi offers easier two or three-day tours to the lower altitude white rock summit of Pico Pan de Azucar (4, 660m) or hiking around the village of Los Nevados, located about 20km outside of Merida, where mules carry loads up the steep cobbled streets and the white-washed cottages all have red-tiled roofs.