From the Mediterranean coast of Occitanie to Nouvelle Aquitaine’s wine region: discover a country that’s as filled with variety as it is surprising.

Paris, 14 July 2022 – Forward, the media-marketing company born from lastminute.com has partnered with Atout France, the French Tourism Development Agency, to develop and launch an integrated marketing campaign, #ExploreFrance. Aiming to promote the country for summer and autumn travel, the campaign is based around the message of “#ExploreFrance and form your own certain idea of the country, and its gems”.

The campaign is focused on the regions of Nouvelle Aquitaine, Occitanie, Côte d’Azur and the destinations of Lourdes, Toulouse and La Martinique in particular: each having been selected for their unique landscapes, history and traditions. They’re among the most spectacular gems that France has to offer, waiting to be discovered.

Forward developed the content and media strategy for the campaign, which involves the UK, Italy, Germany, Spain, Belgium and France itself, and is also managing the distribution through lastminute.com’s digital-owned and operated channels and social media.

The campaign was launched in June, featuring custom creatives for each market. These include dedicated landing pages, filled with editorial content on what to explore and discover in each destination, as well as flight + hotel packages, offering the best deals to experience them with.

The summer phase will be followed by an autumn one, targeted exclusively at Italian and German travellers.