Ignore the bull behind you and think of Spain

How do you sell others, let alone yourself, on going to Pamplona?

One approach is to focus on the things that are easier to understand – the beauty of Spain, for example, charm of Pamplona itself or the vibrant, colorful experience of the Festival of San Fermin.

The cost of emotionally investing in the fun and pageantry is so much lower than investing in the possibility of death or dismemberment, and it makes it so much likelier that you, friends and family may actually be in Pamplona in July 2012.

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