The poster for the Magalive campaign.

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"You decide the role you play in Magalluf." This is the "invitation" contained in the latest Calvia campaign to promote individual responsibility and tourist and resident awareness as part of a wider effort to develop "responsible entertainment" in Magalluf's nightlife centre.

The town hall, together with the Calvia Foundation, today 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 Magalluf tourists. The message is, therefore, that full enjoyment of Magalluf depends on decisions taken by tourists.

The town hall is seeking to involve young tourists through a series of "highly visual and fun" actions in order to highlight the fact that fun can be had without, for instance, inhaling laughing gas or doing something else that could "ruin" a holiday.

The actual launch of the campaign is to be tomorrow 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 pub crawls or party boats. These can lead, as is well-known, to the dissemination of videos with an "orgiastic" character that does serious harm to Magalluf's reputation.

Directors of communication at various hotel chains are collaborating with the campaign, and the town hall has invited representatives from the tourism industry and prominent social media presenters to incorporate the campaign via Facebook, Twitter and Instagram.

The campaign forms part of the overall effort to reposition Magalluf and its image. While hoteliers have been key to this, the town hall has been introducing bylaws aimed at getting rid of bad behaviour and preventing a deterioration of this image. The regional government is also key to this effort, as it has powers to, for example, regulate party boats, currently the main threat to the resort's desires for regeneration.