World Traveller

When G.A.P. Adventures decided to host a series of launch parties to unveil the company's 2009 brochures—which feature more than 200 new tours globally—Bruce Poon Tip, the company's founder and C.E.O., wanted to ensure the events represented the brand. "People come to see what the company is all about. They're not just coming for a drink," he said.

So, Marie Anne MacRae, the company's media relations manager, worked with Alvaro Castellanos of My Corporate Fiesta to set the tone for Thursday's launch at Revival, which attracted a crowd of 180 guests—including members of the media and travel agents. Mexico and Latin America inspired the decor and entertainment for the evening, which included a performance by Atlacatl, a Salvadoran dance troupe. "Latin America is our No. 1 destination, so it's a natural fit," Poon Tip said. "When we decided we were going to do this we talked to some of the tourist boards, and Peru is a big growth area for us."

Castellanos used greenery and Mayan artifacts to create the feel of the Yucatan Peninsula in the club. The stage area resembled the ruins of a Mayan temple, and images of Machu Picchu added to the international theme. "For us, the idea to represent what we are as a company is to not only have the global international feel but also to have fun," Poon Tip said of the event. Similar launches are being held in Vancouver and Calgary this week. Event sponsors included Prom Peru (the agency responsible for marketing Peru's tourism), Etihad Airways, and Kahlua.