Destination image is considered one of the most researched topics in tourism. Studies have focused on how image formation agents can be leveraged to shape the image of a destination, with research on social media emerging in prominence. Despite this growth, limited research has focused on the confluence of viral marketing, profanity and destination image, especially among young social media savvy users. Consequently, the aim of this article is to explore how a viral marketing campaign incorporating profanity impacts on the cognitive, affective and conative components of destination image. An unofficial viral social media campaign in Australia was selected as a case study. Findings revealed attitudes were overwhelmingly positive towards the viral campaign. Profanity was considered by the respondents as a novel technique for stimulating destination awareness. Although profanity stimulated awareness, and the use of profanity reinforced a stereotypical image, there was negligible evidence of transfer to intention to travel. A conceptual model of destination image reinforcement is articulated. Future studies need to consider the benefits and risks of profanity in a social media campaign and the subsequent implications for destination image.