As sure as The Sun Also Rises, travel companies will be making the most of Google Glass, and one U.S.-based travel company is already getting some marketing punch in this way out of the annual running of the bulls, etched in history by the Hemingway novel, in Pamplona, Spain.

Authentic Voyages, with offices in Dallas, Hong Kong and Lima, provides lodging and local guides to the festival under its Runningofthebulls.travel and PamplonaHousing brands, and the travel company selected two winners of free trips to Pamplona after conducting a #ROTBthroughGlass contest.

Noble Ackerson, from Alexandria, Virginia, and Liza Gere, from Napa, California, will be wearing their wearable tech, Google Glass, that is, and documenting their exploits in daily live webcasts from Pamplona July 7 to July 14.

Authentic Voyages, which provides “authentic” experiences to Spain, Peru, Australia and China, says it has been offering lodging services for the running of the bulls event for seven years.

Google Glass would seem to mesh well with all sorts of travel exploits and events, although it remains to be seen what its advantages might be over other video.

Authentic Voyages is wise to get out front of the competition and to utilize the Google Glass hype toward its own ends.

There is little Google Glass marketing fatigue now in the wearable tech’s very early days, but get ready for Google Glass overload.

Here’s Noble talking about what the Pamplona experience with Google Glass will mean to him:

Photo Credit: Footage of the running of the bulls in Pamplona, Spain. Authentic Voyages is sending two Google Glass wearers to record their experiences there. Authentic Voyages