Written answers
Tuesday, 15 October 2024
Department of Culture, Heritage and the Gaeltacht
Departmental Advertising
Catherine Murphy (Kildare North, Social Democrats)
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335. To ask the Minister for Culture, Heritage and the Gaeltacht the frequency and duration of the publicity, marketing or advertising campaigns conducted by her Department to date in 2024; the purpose of these campaigns; the cost of these campaigns; and the agencies that conducted these campaigns, in tabular form. [41189/24]
Catherine Martin (Dublin Rathdown, Green Party)
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My Department ran a number of advertising campaigns this year as part of its overall drive to effectively communicate with the public and stakeholders, which is essential in achieving its goals.
To this end, paid advertising is used to promote a wide range of schemes and programmes operated under the auspices of the Department, and to support engagement and consultation with citizens and communities across Ireland. From time to time, advertisements have also been used to highlight job opportunities in agencies under the remit of the Department.
At all times value for money is a critical consideration.
The tables below set out the relevant information.
Publicity, marketing or advertising campaigns conducted by D/TCAGSM to date in 2024
| Purpose of campaign | Cost (incl.VAT) | Frequency/ Duration of campaign | Media buying agency that conducted campaign |
|---|---|---|---|
| Campaign to highlight a public consultation that was part of the review of free-to-air sporting events. | €96,740.25 | In February 2024, the Department placed advertisements across a range of national, regional and local radio, totalling 112 slots, as well as one-day promotions across national, regional and local newspapers | Mediavest Ltd* |
| To request tenders for the review of the Advanced Irish Language Skills Initiative, and for recommendations on the design and operation of the Initiative until 2030. | €3,810.54 | In February 2024, advertisements for this campaign were placed on Tuairisc.ie and Irishtimes.com | Mediavest Ltd* |
| To advertise an Irish Language competition for Oifigeach Logainmneacha (Placenames Officer) | €1,105.77 | In June/July this year, the Department advertised this competition on Tuairisc.ie. The vacancy was also advertised on Peig.ie, however, there was no cost to place the job vacancy on this website. | Mediavest Ltd* |
| Cruinniú na nÓg 2024 campaign | €350,133 | See note below** | See note below** |
| Advertisement of an internship scheme | €2,152.50 | 22-31 May, 2024 | The campaign was conducted by the Ionad Barr Feabhas located at the University of Galway in conjunction with the department. The campaign was to run the department’s internship scheme which is a scheme that provides opportunities for Irish speaking graduates to do work placements in the areas of translation and proofreading in the institutions of the European Union. |
| An advertising campaign in respect of the National Archives exhibition, Society & State: Ireland Through Its Records | €12,300 | 15-28 July, 2024 | Payment was made directly to RTE, not an ad agency. |
* Mediavest Ltd, rebranded as Spark Foundry, is covered by the Office of Government Procurement (OGP) Framework for Media Buying Services for Public Information Notices and Recruitment Advertising.
** The remit of the Creative Ireland Programme is to inspire and transform people, places and communities through creativity. Therefore, engagement with people and communities across Ireland is essential to the successful operation of the programme. As part of this, a specific campaign is undertaken for Cruinniú na nÓg, the national day of creativity for children and young people. The campaign is aimed at young people, parents and carers to ensure that the opportunity for participation by children and young people is maximised. With over 1,300 events held across all 31 Local Authorities in 2024, the campaign was designed around key national messages across all media channels, as well as tailored regional and local content around the bespoke activities taking place at specific locations. The use of regional press and radio is particularly important for effective engagement with local communities and supporting the diversity and inclusiveness of Cruinniú na nÓg. The 2024 event saw expansion of events and activities designed for hard to reach and seldom heard groups, children and young people from the islands as well as events for young people as part of the Night Time Economy Strategy.
Graphic design assets for the programme along with a targeted programme of press advertising was developed with Detail Design Studio. Cruinniú na nÓg broadcast partners, RTE, created the TV and radio advertising and also supported the event with advertising across their TV, radio and social media channels at no monetary cost to the Department, as part of the partnership agreement. Creative Ireland worked with agency PHD to design the targeted media campaign across all channels, including social media, and with Thinkhouse to support the digital element.
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