Departmental Advertising

Tuesday, 8 July 2025

Ceisteanna (240)

Conor D McGuinness

Ceist:

240. Deputy Conor D. McGuinness asked the Minister for Transport his expenditure on advertising, detailing the objective, duration, media platforms, advertising agency or agencies, and cost of each advertising campaign, in each of the years 2015 to 2025. [37041/25]

Amharc ar fhreagra

Freagraí scríofa

Minister for Transport

The information requested by the Deputy is being collated and will be forwarded to the Deputy within 10 working days, in line with the Standing Orders.

The following deferred reply was received under Standing Orders.

The Department of Transport uses advertising and public awareness campaigns to highlight public consultations, encourage behaviour change in favour of sustainable travel, and to promote recruitment opportunities.

In 2023, the Department launched its Your Journey Counts emissions-reduction campaign to encourage people to walk, cycle, and take public transport. This was the first campaign of its kind undertaken by the Department, and marks the increase on advertising spending by my Department in recent years.

My Department places advertising across a wide range of platforms, including TV, out-of-home, print, radio, digital, social media, search engine optimisation (SEO), video on demand, digital audio and streaming, and paid partnerships.

Table 1 shows the amount spent on each advertising campaign by my Department for the years 2020 to 2025.

The Department of Transport was established in June 2020, and prior to this was part of the Department of Transport, Tourism, and Sport. Figures on the total spend on advertising for this period are detailed in Table 2.

Table 1: Advertising Campaigns 2020-2025.

Year	Campaign	Cost
2025	ZEVI Public Notices	€17,171.97
2025	Speed Limits	€523,924.64
2025	Online Change of Vehicle Ownership	€28,849.58
2025	Logistics and Supply Chain Week Promotion	€10,516.50
2025	Your Journey Counts	€640,308.68

2024	Recruitment - Chair of CIÉ	€6,586.65
2024	Recruitment – IRCG Watch Officer	€1,136.40
2024	Recruitment – AP ICT	€1,168.50
2024	Recruitment – PO Internal Audit	€1,021.35
2024	Recruitment – AP ICT	€1,168.50
2024	Recruitment – Quality Risk Manager	€4,458.75
2024	Recruitment – Watch officer	€1,687.56
2024	ZEVI Car Buyer Campaign	€59,606.10
2024	Your Journey Counts	€523,426.80
2024	ZEVI Draft Regional and Local Plan PC	€31,491.36

2023	E10 Campaign	€116,697.95
2023	Your Journey Counts	€1,638,702.01
2023	ZEVI Universal Design Guidelines	€17,377.58
2023	ZEVI Just Transition Fund Scheme	€17,265.49
2023	ZEVI Car Buyer Campaign	€75,087.76
2023	ZEVI Sports Club Scheme	€14,902.11
2023	ZEVI National Charging Plan Public Consultation	€3,666.57
2023	Recruitment Campaigns – Chair of NTA, Chair of Iarnród Éireann, and Board of Iarnród Éireann competitions	€10,029.42
2023	Strategic Rail Review Public Consultation	€16,987.92
2023	Recruitment - Director of the IRCG	€1,5950.18
2023	Recruitment - Ship Surveyor	€1,535.20
2023	Recruitment - Director of the IRCG	€120.54

2022	ZEVI Infrastructure Public Consultation	€115,926.50
2022	Recruitment – Technical Service Manager	€3,911.40
2022	Recruitment – AP ICT	€1,168.50

2021	Brexit	€44,995.81
2021	Public Consultation – National Investment Framework for Transport in Ireland	€18,252.02

2020	Maritime ACT campaign - Brexit	€53,752.65
2020	Recruitment – Irish Coast Guard	€6,998.85
2020	Recruitment – Aviation IAA	€7,999.59

Table 2: Total advertising spend 2015-2019.

Year	Spend
2019	€42,148.20
2018	€19,506.02
2017	€23,680.90
2016	€14,992.29
2015	€27,679.42

My Department employs Spark Foundry for media buying purposes. Spark Foundry was appointed under a cross-Government procurement process. This ensures both value for money and that as wide an audience as possible is reached through various advertising channels, including broadcast, online, and outdoor advertising.

My Department also employs Javelin Advertising, also contracted under a cross-Government procurement process, to produce creative content for advertising campaigns.

Other agencies are also used on an ad-hoc basis to provide media buying and creative services for smaller campaigns.