Where the Sun Passes the Winter Season

You've seen those endless agony of pictures from the Tourist Office - wide empty beaches, narrow empty streets, the impossibly long empty promenade? Honestly, it's not as bad as that here. There may not be many people around in the winter (the village, frankly, is a mess), but the weather is warm and a few brave restaurants and bars have remained open for the residents.
So, how to promote Mojácar outside of the rather obvious sun, sea and cheap souvenir season?

Well, follow the advice of the old mayor Jacinto, who back in the sixties coined the phrase 'Mojácar, donde el sol pasa el invierno'.