Dáil Éireann Debate, Tuesday - 14 October 2025
246. Deputy Gary Gannon asked the Minister for Transport his expenditure on advertising, with details of the objective, duration, social media platforms, reach, audience, CTR and cost of each social media advertising campaign, in 2023 to date in 2025; and if he will make a statement on the matter. [54672/25]
Amharc ar fhreagraThe Department of Transport uses advertising to engage with the public on a range of matters, including highlighting public consultations, encouraging sustainable travel choices, and promoting recruitment opportunities.
In 2023, my Department launched its flagship Your Journey Counts emissions-reduction campaign to encourage people to walk, cycle, and take public transport where they can, in line with our Climate Action Plan goals to reduce transport-related carbon emissions. This TV-led, integrated campaign was the first of its kind undertaken by my Department and relates to the increase on advertising expenditure by my Department in recent years.
My Department places advertising across a range of platforms as required, including TV, out-of-home/outdoor, national and local print, national and local radio, digital, social media, search engine optimisation (SEO), video on demand, digital audio and streaming, and paid partnerships.
All forms of advertising are monitored on performance, with post-campaign analyses undertaken per campaign to measure reach and efficiency across key metrics including CTR, with these insights used to inform future campaign iterations.
Table 1: Shows the total advertising spend 2023-2025 YTD.
|
Year |
Campaign |
Cost YTD |
|
2025 |
ZEVI Public Notices |
€17,171.97 |
|
2025 |
Slower Speeds, Safer Roads (speed limit reduction) |
€523,924.64 |
|
2025 |
Launch of Online Change of Vehicle Ownership |
€28,849.58 |
|
2025 |
Logistics and Supply Chain Week Promotion |
€10,516.50 |
|
2025 |
Your Journey Counts |
€1,047,895.62 |
|
|
|
|
|
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 |
€15,950.18 |
|
2023 |
Recruitment - Ship Surveyor |
€1,535.20 |
|
2023 |
Recruitment - Director of the IRCG |
€120.54 |
Table 2 shows the social media expenditure for advertising campaigns by my Department for the years 2023 to 2025 YTD.
The social media platforms used for these campaigns were Meta (Instagram and Facebook), LinkedIn and TikTok. My Department has not placed paid advertisements on X/Twitter since early 2023. The Department keeps all forms of communication to the public, including social media advertising, under consistent review to maximise effectiveness.
In 2025, my Department undertook a social-first phase of the Your Journey Counts campaign on Instagram and TikTok, using short-form video formats native to the platforms and shareable content specially developed to reach and engage online audiences. This campaign was designed to promote active travel and public transport in a resonant, relatable manner and included executions such as vox pop videos shot at transport hubs around the country, with messaging around carbon emissions and enhanced service delivery and system investment, etc.
Table 2: Social Media Spend 2023 - 2025 YTD
|
Year |
Campaigns |
Social Media Expenditure |
|
2025 |
Slower Speeds, Safer Roads (speed limit reduction) |
€63,731.44 |
|
2025 |
Online Change of Vehicle Ownership |
€12,299.83 |
|
2025 |
Your Journey Counts |
€192,005.18 |
|
|
|
|
|
2024 |
Social media ad hoc posts such as public consultations, etc |
€5,127.03 |
|
2024 |
Your Journey Counts |
€11,708 |
|
|
|
|
|
2023 |
E10 Campaign |
€9,759 |
|
2023 |
Your Journey Counts |
€12,694 |
|
2023 |
ZEVI Universal Design Guidelines |
€17,377.58 |
|
2023 |
ZEVI Just Transition Fund Scheme |
€7,317.73 |
|
2023 |
ZEVI Sports Club Scheme |
€14,902.11 |
