Forward and AccuWeather® partner to offer weather-intelligence media solutions to European brands
Forward x AccuWeather® x lastminute.com
Chiasso, May, 5th 2026 – Forward, the creative and media house powered by lastminute.com, has entered a strategic media partnership with AccuWeather®, the most trusted source of weather forecasts and warnings with proven Superior Accuracy™, to introduce advanced weather-triggered advertising solutions to brands across Europe. Through the agreement, AccuWeather becomes part of Forward’s media portfolio for the European market, expanding the agency’s contextual and data-driven advertising capabilities.
The core of this partnership lies in a fundamental consumer insight: weather profoundly influences behavior.
For instance, a rainy day doesn’t just prompt searches for flights to sunny destinations; it simultaneously increases demand for services like food delivery, indoor entertainment, and seasonally relevant retail goods. Conversely, hot weather drives consumers to seek out hydration products, cooling solutions, and summer clothing. By integrating AccuWeather’s highly precise, hyper-local weather data, Forward enables brands across all industries to tailor their communication, ensuring their message resonates with the immediate environmental context of their audience.
As an end-to-end agency spanning strategy, creative development, content production and performance, Forward can now incorporate weather-triggering intelligence directly into full-funnel campaigns.The move further strengthens Forward’s positioning within the travel sector, combining lastminute.com’s data and reach with contextual-targeting capabilities designed to translate environmental signals into measurable business impact.
“The relationship between weather and consumer behaviour is immediate and observable. This partnership allows us to respond to that behaviour in real time. It’s about making media smarter, aligning brand messages with the moments when consumers are naturally more inclined to act.”, comments Giacomo Giuriani, Business Director at Forward.
Brian Lavery, Head of International Sales at AccuWeather, added: “We’re thrilled to be working with Forward to offer the best of our media services to European clients, particularly with the accuracy of our first-party weather and location data. Tens of millions of users across Europe trust AccuWeather to help them make decisions about their lives, whether it’s their daily routine, weekend activities, or vacations and travel.”
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