Written answers
Tuesday, 8 July 2025
Department of Foreign Affairs and Trade
Departmental Advertising
Conor McGuinness (Waterford, Sinn Fein)
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187. To ask the Minister for Foreign Affairs and Trade 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. [37032/25]
Simon Harris (Wicklow, Fine Gael)
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The 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 2015 and 2025 to date is outlined below. Table 1 includes details from 2020 to 2025 (to date):
Table 1
| Year | Main campaigns (objectives, duration and platforms) | Agency/agencies | Expenditure |
|---|---|---|---|
| 2020 | St Brigid’s Day – To celebrate internationally the achievements of Irish women. Dates: February 2020. Platform: Digital. St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Dates: March 2020. Platform: Digital. Get Ireland Brexit Ready – To raise awareness around the Government’s Brexit preparedness plans, urging people and businesses to get Brexit ready. Dates: Q1 and Q2 2020. 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. Dates: Q1 and Q2 2020. Platforms: Social media, print, broadcast media and outdoor advertising. Samhain – To promote Ireland as the home of Halloween. Dates: October/November 2020. Platform: Digital. Global Irish Diaspora “To be Irish” – To recognise and celebrate those of Irish descent worldwide. Dates: Throughout 2020. Platform: Digital. | PHD Media | 582,077 |
| 2021 | St Brigid’s Day – To celebrate internationally the achievements of Irish women. Dates: February 2020. Platform: Digital. St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Dates: March 2021. 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. Dates: October 2020 and January 2021. 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. Dates: Q1 and Q2 2021. Platforms: Social media, print, broadcast media and outdoor advertising. Consular Covid-19 Campaign – To raise awareness of COVID-19 travel restrictions. Dates: Throughout 2021. Platforms: Press, digital, radio. Bloomsday – To highlight the positive impact of James Joyce and his writing around the world. Dates: June 2021. Platforms: Digital. Samhain – To promote Ireland as the home of Halloween. Dates: October/November 2021. Platform: Digital. Global Irish Diaspora “To be Irish” – To recognise and celebrate those of Irish descent worldwide. Dates: Throughout 2021. Platform: Digital. | PHD Media | 1,464,673 |
| 2022 | St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Dates: March 2022. 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. Dates: Q1 – Q3 2022. Platforms: Print and Digital. Ireland at Expo Dubai- To promote Ireland’s participation at World Expo in Dubai. Dates: Q1 2022. Platform: Digital. Consular - To reduce the number of consular incidents impacting Irish people overseas. Dates: Q2. Platforms: Press, digital, radio. Bloomsday – To highlight the positive impact of James Joyce and his writing around the world. Dates: June 2022. Platform: Digital. Europe Day – To celebrate Ireland’s membership of the European Union. Dates: May 2022. Platform: Digital. Samhain – To promote Ireland as the home of Halloween. Dates: October/November 2022. Platform: Digital. | PHD Media | 725,747 |
| 2023 | Passports - To encourage citizens to check their passports before booking travel. Dates: Q1 and Q2 2023. St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Dates: March 2023. Platforms: Digital. Consular - To reduce the number of consular incidents impacting Irish people overseas. Dates: Q2 2023. Platforms: Digital, display and audio. Rugby World Cup - Build awareness of passport and consular issues among Irish fans travelling to France. Dates: August 14th – October 22nd 2023. Platforms: Digital. Brexit (Exporter) - To inform Irish exporters of new UK Border Target Operating Model import controls. Dates: Three phases - August 2023 – February 2024. 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. Dates: October 26th – November 22nd 2023. Platforms: Digital. EU Jobs - To generate awareness and encourage third level students and graduates in Ireland to apply for jobs in the EU. Dates: September 25th – November 3rd 2023. Platforms: Digital. | PHD Media | 586,308 |
| 2024 | Passports - To encourage citizens to check their passports before booking travel. Dates: December 26th 2023 – 24th March 2024. 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. Dates: 14th – 19th March 2024. Platform: Digital. Consular - To reduce the number of consular incidents impacting Irish people overseas. Dates: 27th May – 30th June 2024. Platforms: Digital, display and audio. Olympics and Paralympics - To engage the Irish diaspora and highlight Irish values to international and French audiences. Dates: 23rd July – 1st August 2024. Platforms: Digital. Ireland at Expo - To promote Ireland’s participation at World Expo 2025 in Osaka, Japan. Dates: August 1st-8th 2024. Platform: Digital. Ireland/US 100 years – To mark the hundred-year anniversary of diplomatic relations between Ireland and the United States. Dates: 10 – 15 October. Platform: Digital. UN High-level week – To promote Ireland’s presence and participation at UN High-level week. Dates: 20 – 25 September. Platform: Digital. Irish Aid annual report – To increase awareness of the 2023 Irish Aid Annual Report. Dates: October 2nd - 9th 2024. Platform: Digital. EU Jobs - To generate awareness and encourage third level students and graduates in Ireland to apply for jobs in the EU. Dates: Throughout 2024. Platform: Digital. | PHD Media | 462,677 |
| 2025 (to date) | Passports (‘Don’t Be That Person’) - To encourage citizens to check their passports before booking travel. Dates: Q1 2025. Platforms: Digital. St Brigid’s Day – To celebrate internationally the achievements of Irish women. Dates: February 2025. Platform: Digital. St Patrick’s Day - To promote Ireland around the world as a location to invest, visit, study and do business. Dates: March 2025. Platform: Digital. Consular (‘Make the Right Memories’ and ‘Travel Wise’) - To reduce the number of consular incidents impacting Irish people overseas. Dates: May 2025. 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. Dates: May 20 – 25, 2025. Platform: Digital. Bloomsday and Beyond – To promote Ireland as ‘The Island of Writers’ to a global audience in conjunction with Bloomsday. Dates: June 11 – 17, 2025. Platform: Digital. EU Jobs - To generate awareness and encourage third level students and graduates in Ireland to apply for jobs in the EU. Dates: Ongoing. Platform: Digital. | Spark Foundry | 267,953 |
For available information from 2015 to 2019, please see Table 2:
Table 2
| Years | Main campaigns (objectives, duration and platforms) | Agency/Agencies | Expenditure |
|---|---|---|---|
| 2015 - 2019 | Campaigns included: St Patrick’s Day – To engage with the Irish diaspora community and promote Ireland’s economic and political interests overseas. ‘Get Ireland Brexit Ready’ and Civic Dialogue on Brexit – To highlight the implications of Brexit for the people and businesses of Ireland. Passport Service – To highlight the Online Renewals Service as a fast and secure way for adults and children to renew their passports. To promote the Online Passport Renewals Service. Ireland’s Campaign for Election to the UN Security Council – To promote Ireland’s campaign to secure a non-permanent seat on the UN Security Council. Global Ireland – To promote the Government’s Global Ireland Strategy, including regional strategies. Rugby World Cup 2019 Consular Awareness – To promote the Department’s travel advice, as well as information on what measures to take in the event of a consular emergency or crisis while in Japan. | PHD Media, Outsource Media, Mediavest. | 43,121 (2015) 27,989 (2016) 213,182 (2017) 63,653 (2018) 2,511,718 (2019) Total: 2,859,663 |
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