In a bold and unexpected move, New Zealand’s tourism board launched a campaign that has stunned both the travel and public health industries and the world is taking notice. Rather than showcasing its iconic fjords, sparkling beaches, or cinematic landscapes, the campaign zeroed in on an unlikely subject: herpes. Yes, you read that right. The land of hobbits, haka, and hot springs took the unthinkable and turned it into an award-winning message.
The campaign, which aired across social platforms and targeted young international travelers, addressed the reality of sexually transmitted infections (STIs) during travel, particularly herpes, with honesty, humor, and a touch of Kiwi charm. What could have easily been a disaster in the wrong hands became a celebrated masterstroke in creative marketing. By combining public health education with a tourism twist, the campaign didn’t just go viral it won big at global advertising and communications awards.
For a country that already leads the pack in quirky, intelligent tourism marketing — think “100% Pure New Zealand” and the tongue-in-cheek “Good Morning World” campaign this initiative marks a new chapter in destination branding. It’s not just about showcasing pretty places anymore. It’s about values, honesty, and bold storytelling that captures attention and changes minds.
NZ Tourism’s Typical Messaging – Beauty, Culture, and Clean Green
Before this daring campaign, New Zealand’s tourism identity was largely centered around three key pillars: breathtaking natural beauty, rich indigenous Māori culture, and its reputation as a clean, green, safe destination. The country has long been a favorite for adventure seekers, backpackers, and nature lovers, thanks to its dramatic mountain ranges, pristine beaches, and thrilling outdoor activities. Traditional ads often highlighted picturesque landscapes, heartwarming encounters with locals, and slow-motion shots of people kayaking, hiking, or sipping coffee in scenic cafes.
New Zealand’s official tourism board, Tourism New Zealand, has consistently relied on emotionally resonant and visually captivating storytelling. Their global brand slogan “100% Pure New Zealand” has stood the test of time since 1999, reinforcing the perception of a place that is untouched, welcoming, and invigorating to the soul. Campaigns like “Good Morning World” further humanized the country by showcasing cheerful Kiwis greeting the world every morning, emphasizing friendliness, openness, and a strong sense of local community.
Read more: Brain Immunity Defects in Childhood Herpes Encephalitis
The messaging always leaned on warmth, wonder, and wellness — rarely controversy. Even during the COVID-19 pandemic, Tourism New Zealand focused on messages of resilience and connection rather than anything divisive or confronting. Their campaigns evoked feelings of serenity and renewal, often positioning New Zealand as the perfect escape from the chaos of modern life.
Why Tackling Herpes? The Strategic Risk
At first glance, linking tourism to herpes may seem like a marketing disaster waiting to happen. After all, sexually transmitted infections are typically not topics associated with wanderlust or vacation planning. So why did New Zealand take this bold leap? The answer lies in understanding a shifting cultural landscape, the rise of responsible travel, and a government-backed commitment to public health — all wrapped in clever, purpose-driven storytelling.
Herpes, specifically HSV-1 and HSV-2, is one of the most common STIs worldwide, affecting millions of people across all age groups and demographics. Despite its prevalence, herpes remains shrouded in stigma, shame, and silence. Young adults — a key target market for New Zealand tourism — are both the most affected and the least likely to discuss or disclose it. That silence can lead to confusion, poor sexual health decisions, and a lack of empathy for those living with the condition.
By tackling the topic head-on, the New Zealand campaign sought to do three things: educate, normalize, and start a conversation. Framing herpes in the context of travel wasn’t just a shock tactic; it was a strategic move to acknowledge the reality that hookups and casual sex often occur during vacations, especially among young, adventurous tourists. Instead of ignoring that fact, the campaign leaned into it with wit, transparency, and compassion.
This approach aligned with a broader cultural trend — younger generations increasingly expect brands and governments to be real, socially conscious, and inclusive. Gen Z and Millennials are far more likely to support messaging that feels authentic and unafraid to challenge taboos. By aligning itself with these values, New Zealand positioned itself as a modern, progressive destination that cares about people’s well-being — not just their tourism dollars.
Creative Execution & Visual Storytelling
The success of New Zealand’s herpes-themed tourism campaign didn’t rest solely on its bold topic — it was the execution that turned heads and won hearts. Creative storytelling, clever visuals, and a disarmingly honest tone transformed what could have been an awkward or even offensive message into something refreshingly impactful and deeply human.
The campaign centered around a short video ad titled “Don’t Let Herpes Ruin Your Holiday”, created by a leading New Zealand creative agency in partnership with Tourism New Zealand and public health advisors. The ad follows a fictional young tourist named Jamie, who’s exploring the country’s stunning landscapes — from geothermal spas to music festivals — with vibrant energy. But there’s a twist: Jamie is accompanied by a literal embodiment of herpes, portrayed by a quirky actor in a fuzzy red suit who appears everywhere Jamie goes.
Instead of being scary or grotesque, the “herpes character” is humorous, annoying, and clingy — popping up in hot tubs, tents, and hostel dorm rooms with a cheeky smirk and a knowing wink. The message is clear but delivered with satire: herpes is common, it’s manageable, but it can complicate things — especially if you ignore it.
The voiceover offers factual, non-shaming information about transmission, symptoms, and the importance of open communication and regular testing. It encourages viewers to travel smart, make informed choices, and have respectful conversations with partners. The visuals balance the awkwardness of the subject with the vibrancy of New Zealand’s landscapes and youth culture, making the experience feel playful yet sincere.
What made the campaign work so well was its tone — it avoided scare tactics, moralizing, or oversimplification. Instead, it used self-aware humor, bold imagery, and a conversational script to meet viewers where they are: curious, a little uncomfortable, but open to learning.
Public & Global Reaction – Praise and Outrage
As soon as New Zealand’s herpes-themed tourism ad launched, it struck a nerve and the internet lit up. Reactions ranged from glowing praise to puzzled disbelief, with social media timelines, comment sections, and newsrooms buzzing about the campaign’s audacity and originality.
On one hand, the campaign was hailed as a breakthrough in public health messaging. Influencers, medical professionals, and advocacy groups lauded the effort for tackling a subject long buried under stigma. Prominent sexual health experts tweeted their support, calling the ad “brave,” “smart,” and “exactly the kind of public conversation we need right now.” International media outlets including the BBC, The Guardian, and CNN ran headlines like “New Zealand’s Wildly Honest Tourism Ad Is About Herpes — and It’s Brilliant.”
Social media, especially among younger audiences, responded with enthusiasm. On TikTok and Instagram, users stitched the campaign video with their own reactions, often laughing at the “herpes mascot” character while thanking New Zealand for its honesty. Many described the campaign as “refreshing,” “unexpectedly comforting,” and “shockingly relatable.” It became a cultural talking point — not just about herpes, but about the importance of destigmatizing sexual health in general.
One Twitter user wrote, “I came for the fjords. I stayed for the STI awareness. Props to New Zealand for being funny, bold, and real.”
But not all feedback was positive.
Some conservative viewers, particularly among older demographics and family travel circles, questioned the campaign’s appropriateness. A few critics felt that linking a sensitive health issue with tourism cheapened the message or risked trivializing the condition. Others worried that it might deter tourists who preferred traditional, “safe” portrayals of New Zealand as a serene and wholesome destination.
Local political commentators and tourism board critics also weighed in. One columnist described the campaign as “brilliantly executed but poorly timed,” pointing to lingering pandemic recovery in the tourism sector. Others questioned whether the message would resonate equally across all cultures, especially in markets where open conversations about sex remain taboo.
Read more: Threesome Safety 101: Protecting Yourself from STDs
Despite the criticism, the overwhelming consensus from marketing and health communities was that the campaign succeeded in its core mission: starting a global conversation. It forced people to talk, laugh, and think — and in doing so, brought a shadowy subject into the light with respect and creativity.
Controversial? Yes. But also wildly effective. In the age of clickbait and instant scrolls, the campaign didn’t just go viral. It went meaningful.
Awards, PR Success, and Industry Recognition
If the goal of the herpes-themed campaign was to break the mold, the results proved it smashed right through it. What began as a risky creative experiment quickly evolved into a marketing masterclass — and the industry took notice. The campaign didn’t just attract headlines; it swept up accolades at some of the world’s most prestigious advertising and communications awards.
The crown jewel of its success came when the campaign won Gold at the Cannes Lions International Festival of Creativity, one of the most revered stages for global advertising. It was recognized in the Health & Wellness and Travel & Tourism categories, standing out not only for its boldness but for its seamless integration of education and entertainment. The Cannes jury applauded its ability to balance humor, humanity, and health — three elements rarely combined with such finesse in destination marketing.
Shortly afterward, the campaign also received the Grand Effie Award in the Asia-Pacific region for public service and tourism, recognizing measurable impact and effectiveness. Judges cited the campaign’s reach, shareability, and real-world results, including a spike in online STI resource visits and a noticeable increase in engagement with sexual health content among travelers aged 18 to 30.
At home, it earned the Best Government Campaign award at New Zealand’s own Marketing Awards, celebrated as a shining example of how the public sector can lead the way in innovative storytelling. The campaign was also shortlisted for several design and digital content awards, thanks to its creative use of a mascot character, clean visuals, and a microsite that combined humor with help.
Reference: New Zealand made a tourism ad about Herpes… and it won big
