Amount spent and value for money on advertising campaign

Date: 04 June 2008

Dáil Question
No: 251_

*To ask the Minister for Transport the amount of money that has been spent on the advertising campaign for Transport 21; the purpose of the advertisement; the value for money offered to the Irish tax payer; and if he will make a statement on the matter.
- Joe McHugh.

* For WRITTEN answer on Wednesday, 4th June, 2008.

Ref No: 22046/08

Answered by the Minister for Transport
(Noel Dempsey TD)

REPLY

Transport 21 represents the largest capital investment commitment ever made by Government to the development of transport infrastructure in this country. The projects comprising Transport 21 will greatly improve our national roads and public transport system over the ten year period to 2015, involving a total investment of €34 billion.

Recent market research undertaken on behalf of my Department indicated that awareness levels of Transport 21 among the general public are low. Given the scale of Transport 21 I consider it essential that the general public and all interested parties are made aware of the programme and of the many transport improvements that are already being delivered. It is also important, because of the disruption caused by many projects that the public are fully informed of the purpose of each project and the long term benefits which will accrue.

Therefore, as part of a wider information and communications strategy and following a public procurement process, my Department engaged the services of consultants to undertake a media advertising campaign to raise public awareness of Transport 21. The campaign involves television, radio, press and outdoor advertising and I envisage that it will be necessary to continue to provide information and awareness to the public and all interested parties for the duration of Transport 21. The budget allocated for the advertising campaign for 2008 is €2.9 million. The consultants have been engaged for a three-year period and further campaigns are planned for 2009 and 2010.

The overall objective of the campaign is to make the general public aware of the projects and programmes contained in Transport 21 and the benefits that will accrue from their implementation.