A low cost and efficient method of doping pure zinc oxide powders for luminescence applications is presented. The powders have been obtained from pure, non-luminescent ZnO by thermally induced doping under a nitrogen flux and in the presence of ZnS powders. Structural characterization has been carried out by X-ray diffraction analysis (XRD), while luminescence properties have been studied with both a spectrofluorimeter and microraman spectrometer. Emission spectra have shown an increase of the luminescence with treatment temperature. The XRD patterns of all samples showed, along with reflections of the hexagonal phase of ZnO, other reflections ascribed to the hexagonal phase of ZnS. Upon further annealing in air at 800°C, the ZnS reflections disappear even though the luminescence still persists with a comparable intensity. Luminescence is ascribed to ZnO reduction due to the interaction of S with ZnO. It has also been observed that excitation with a He-Ne laser beam (λ=633 nm) with a high specific power (5×10−3 W·µm−2) yielded blue-green luminescence in spite of excitation below the band-to-band absorption threshold.