Calvia image clean-up

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© James Burke, Flickr
RESPONSIBLE CAMPAIGN: Urging tourists to make the right choices in Magaluf.

‘YOU decide the role you play in Magaluf,’ this is the ‘invitation’ contained in the latest Calvia campaign aimed at promoting individual responsibility amongst tourists.

It is part of a wider campaign to try and tidy up Magaluf’s nightlife image and promote responsible entertainment in the party town.

The town hall, together with the Calvia Foundation, outlined this digital marketing campaign, which is entitled #Magalive: you decide the role you play. It is intended to be a positive campaign directed at Magaluf tourists. The message is that full enjoyment of Magaluf depends on decisions taken by tourists.

The town hall wants to involve young tourists through a series of what it claims are “highly visual and fun” actions in order to highlight the fact that fun can be had without doing silly things that could ruin a holiday such as taking drugs or inhaling laughing gas.

The official campaign launch takes place today (Thursday) at 8pm at the Wave House hotel. Two actors, playing Jane and James, will warn of the risks of excessive alcohol and the use of drugs and not just on pub crawls or party boats. 

Local hotel chains are also collaborating with the campaign as the town hall continues introducing by-laws aimed at preventing bad behaviour and the bad reputation.

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