It was officially released to the media and radios by ERT on February 6, 2008. The song was Martakis's entry in a three way race to be Greece's entry in the Eurovision Song Contest 2008. He battled both Kalomoira and Hryspa for the spot, and the final decision was made on February 27, 2008 where Kalomoira won with "Secret Combination". He and Kalomoira's songs were leaked onto the internet on February 3, three days before their official release, although the leaked versions were uncompleted demos. The song was released as a CD single in Greece on March 20, 2008 with Sony BMG and it will be shortly released in Russia too. "Always and Forever" will have three versions: Greek, English, and Russian. For Eurovision, Martakis will sing the Dance version of the song, calling it a "Eurovision version". It is composed by Dimitris Kontopoulos with lyrics by Vicky Gerothodorou.
"Always and Forever" was chosen by local clubs in Greece to compete in the OGAE Second Chance Contest 2008. The song will go up against other countries' songs that did not make it through their respective national finals. There are twenty-one songs entered and "Always and Forever" will be presented eighth.
The international release of the single will be released in Russia at first, and then in other ex-soviet countries as the first single from his upcoming International album by Sony BMG Russia. The CD single will feature the Russian and English versions of the song as well as remixes of the song. One remix will transform it into a dance song, while another will transform it into a ballad. In December 2008, "Always & Forever" was added to popular American retailer Abercrombie & Fitch's store playlist nationwide.