After repeatedly seeing the same clichéd 'hot tub backshot' and 'summit spreadeagle' poses online, New Zealand has launched a campaign "clamping down on anyone travelling under the social influence" — sharing the message with tongue firmly in cheek, of course.
A two-minute video features comedian Tom Sainsbury's Social Observation Squad (SOS) vehicle barreling down the tourist roads on an urgent task.
"I've been alerted to a situation that's been happening a lot lately. People have been seeing those photos on social media, and they're going to great lengths to copy them."
"You know them," as Sainsbury ticks off a list of that includes "hot tub back shot", "man [sitting] quietly on the rock contemplating" and "hot dog legs".
Some of these social-heavy scenic spots include Roys Peak, the iconic tree at Lake Wanaka, and lavender fields.
The campaign comes at an odd time with international travel barred all except for Australia, but the message to "share something new" instead is part of an extension of New Zealand's long-running "Do Something New" campaign.
"There are so many incredible things to do in New Zealand, beyond the social trends," said Bjoern Spreitzer, Tourism NZ domestic manager, in a report by local news site Stuff.
To encourage visitors to explore different locations, travellers who hashtag original photos — no more arms stretched out on mountain tops please — with #DoSomethingNewNZ stand to win a domestic travel voucher worth NZ$500 (US$359.70).
View the social observation squad's video here.