Dáil Éireann Debate, Thursday - 14 May 2026
173. Deputy John Clendennen asked the Minister for Foreign Affairs and Trade if she will provide a breakdown of spending on advertising that was funded or overseen by her Department, and bodies under its aegis, in each of the past five years, including a breakdown by medium, that is, radio, television and social media, in tabular form; and if she will make a statement on the matter. [36490/26]
Amharc ar fhreagraThe Department of Foreign Affairs and Trade uses public awareness campaigns and advertising to promote essential services to citizens at home and abroad, such as passport and consular services, and to promote Irish interests and values internationally.
In recent years, public awareness campaigns in relation to passports, COVID-19 travel restrictions and Brexit have formed a significant part of advertising costs. Successfully communicating Ireland’s values and interests to global audiences, including through a range of online and social media channels, is integral to implementing our foreign policy objectives as set out in the Programme for Government and the Department’s Statement of Strategy.
The Department’s expenditure on advertising campaigns between 2021 and 2025 is outlined below in Table 1.
|
Year |
Main campaigns (objectives and platforms) |
Expenditure |
|
2021 |
St Brigid’s Day – To celebrate internationally the achievements of Irish women. Platform: Digital. St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Platform: Digital. Get Ireland Brexit Ready – To raise awareness around the Government’s Brexit preparedness plans and urging people and businesses to be Brexit ready. Platforms: TV, Radio, Digital, National and regional press ads, social media. Passports – To promote awareness of the Online Passport Service for Irish adults and children. Platforms: Social media, print, broadcast media and outdoor advertising. Consular Covid-19 Campaign – To raise awareness of COVID-19 travel restrictions. Platforms: Press, digital, radio. Bloomsday – To highlight the positive impact of James Joyce and his writing around the world. Platforms: Digital. Samhain – To promote Ireland as the home of Halloween. Platform: Digital. Global Irish Diaspora “To be Irish” – To recognise and celebrate those of Irish descent worldwide. Platform: Digital. |
1,464,673 |
|
2022 |
St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Platform: Digital. Passports – To educate the Irish public about the passport application process and provide reassurance to citizens that we are continuing to work, despite Covid-19 restrictions. Platforms: Print and Digital. Ireland at Expo Dubai- To promote Ireland’s participation at World Expo in Dubai. Platform: Digital. Consular - To reduce the number of consular incidents impacting Irish people overseas. Platforms: Press, digital, radio. Bloomsday – To highlight the positive impact of James Joyce and his writing around the world. Platform: Digital. Europe Day – To celebrate Ireland’s membership of the European Union. Platform: Digital. Samhain – To promote Ireland as the home of Halloween. Platform: Digital. |
725,747 |
|
2023 |
Passports - To encourage citizens to check their passports before booking travel. St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Platforms: Digital. Consular - To reduce the number of consular incidents impacting Irish people overseas. Platforms: Digital, display and audio. Rugby World Cup - Build awareness of passport and consular issues among Irish fans travelling to France. Platforms: Digital. Brexit (Exporter) - To inform Irish exporters of new UK Border Target Operating Model import controls. Platforms: National Press, Regional Press and Radio and Social Media Campaign on Facebook/ Twitter/ LinkedIn. Launch of Ireland.ie - Promotion of new whole-of-government Digital Ireland House website. Platforms: Digital. EU Jobs - To generate awareness and encourage third level students and graduates in Ireland to apply for jobs in the EU. Platforms: Digital. |
586,308 |
|
2024 |
Passports - To encourage citizens to check their passports before booking travel. Platforms: Radio, Press and Digital. St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Platform: Digital. Consular - To reduce the number of consular incidents impacting Irish people overseas. Platforms: Digital, display and audio. Olympics and Paralympics - To engage the Irish diaspora and highlight Irish values to international and French audiences. Platforms: Digital. Ireland at Expo - To promote Ireland’s participation at World Expo 2025 in Osaka, Japan. Platform: Digital. Ireland/US 100 years – To mark the hundred-year anniversary of diplomatic relations between Ireland and the United States. Platform: Digital. UN High-level week – To promote Ireland’s presence and participation at UN High-level week. Platform: Digital. Irish Aid annual report – To increase awareness of the 2023 Irish Aid Annual Report. Platform: Digital. EU Jobs - To generate awareness and encourage third level students and graduates in Ireland to apply for jobs in the EU. Platform: Digital. |
462,677 |
|
2025 |
Passports (‘Don’t Be That Person’) - To encourage citizens to check their passports before booking travel. Platforms: Digital. St Brigid’s Day – To celebrate internationally the achievements of Irish women. Platform: Digital. St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Platform: Digital. Consular (‘Make the Right Memories’ and ‘Travel Wise’) - To reduce the number of consular incidents impacting Irish people overseas. Platforms: Digital, display and audio. Marriage Equality Anniversary – To highlight the 10 year anniversary of Ireland as the first country in the world to legalise same-sex marriage by popular vote. Platform: Digital. Bloomsday and Beyond – To promote Ireland as ‘The Island of Writers’ to a global audience in conjunction with Bloomsday. Platform: Digital. EU Jobs - To generate awareness and encourage third level students and graduates in Ireland to apply for jobs in the EU. Platform: Digital. UN High-level week – To promote Ireland’s presence and participation at UN High-level week. Platform: Digital. |
597,361 |
