Forward x Basque Country Tourism Board

Case Study
Ride the Basque Country

MARKET

Spain and the UK

Services provided

Creative concept, Content production, Influencer activation, Media distribution

In 2023, the Tour de France kicked off from the Basque Country, offering the perfect opportunity to showcase the region as a hub for cycling and sustainable tourism. With its lush landscapes and rugged coastlines, the area invites travelers to discover authentic local experiences while connecting with the excitement of one of the world’s most iconic sporting events.

Campaign Travel Hub

Idea

The campaign aimed to position the Basque Country as a premier destination for cycling enthusiasts who value sustainability. We drove interest by blending an influencer activation with targeted digital promotion. This strategy effectively guided the audience from inspiration to action, encouraging travelers to explore the region thoroughly and at a relaxed pace on two wheels, rather than just admiring it.

Social media ads

Execution

We partnered with Spanish influencers to cycle through the Basque Country, retracing key Tour de France routes. Along the way, we captured scenic landscapes, local gastronomy, and iconic landmarks and villages, generating original content that became the core of a multi-channel campaign distributed across lastminute.com, rumbo.com and our social media channels, with Offsite retargeting strategies employed to maximize overall reach.