News and Insights
That’s the Budget over for another year then, isn’t it?
October 8, 2025
Well, no, actually. If you’ve got a cause that desperately needs the Government to make a favourable decision in next year’s Budget, I’ve got some news for you – it’s time to get working now. No point thinking about it next June or July, running a successful Budget campaign takes a lot of hard work and planning.
Take the VAT9 campaign which was the clear winner of this year’s Budget. Hats off to the hospitality sector who put in trojan work in getting it over the line. Don’t let the fact that the VAT reduction only kicks in next July distract you from the serious achievement they’ve pulled off. In a Budget with very little room for tax reductions, they took the lion’s share.
So how did they pull it off? Here are some of the key aspects of their campaign:
1 – They put in the groundwork
the VAT9 campaign didn’t begin this summer. It began almost as soon as the temporary VAT reduction was unwound two years ago in Budget 2024 and continued on relentlessly until they achieved their goal. When they didn’t succeed in last year’s Budget they created a storm of protest and soon secured a commitment to have it cut in Fine Gael’s general election manifesto. From there, they secured a commitment in the Programme for Government.
2 – They mobilised their membership
Many of you will remember the march by restaurant and café owners to the Dáil, alongside other small business owners. With their yellow and black placards, it was an impressive show of strength and one that wasn’t lost on the Government. Members were also extremely active on social media and got behind the cause.
3 – They had a simple ask
The campaign didn’t ask for complicated rebate schemes, or a reduction in a particular type of legislation. The campaign was so simple it became known simply as “VAT9”, a demand that registered in the minds of those who have little interest in current affairs.
4 – They had emotive case studies
A well-reasoned argument is essential to any campaign but appealing to people’s hearts is just as important as appealing to their minds. VAT9 wasn’t lacking on this front. There was no shortage of café owners and restauranteurs who were willing to go on TV, radio or social media and tell of the heartbreaking struggle they endure to stay open, employ staff and provide a service to their communities. The media was never going to say no to such powerful human stories which played a big role in garnering public support for their cause.
5 – They really wanted it
Like any success story, the hospitality industry really wanted to succeed because in many cases, their livelihoods depended on it. There’s a big difference between merely wanting something and needing something and it showed.
These are just some of the key elements of the campaign – eloquent spokespeople, a successful lobbying campaign and lots and lots of hard work also played a vital role in their success.
Extracting money from the Government isn’t, nor should it be, an easy task. If you want to achieve such a result, start planning your Budget 2027 campaign now and talk to public affairs professionals like our team in FINN Partners who have the experience and expertise to help you on your way. Running a Budget campaign isn’t easy but with the right help you can enjoy success just like the VAT9 campaign did.
Beir Bua!
POSTED BY: Aiden Corkery
