Eircell's intensive promotion of its Ready to Go service continues with the branding of a Dart train at an estimated cost of £120,000 per year.

Only one of the 20 Dart trains in service is available for branding and for the past three years the space has been bought by Guinness. Eircell's vibrant and colourful design was created by Arks. The design is not painted directly onto the train. Instead, it is first printed on vinyl and the four carriages are then wrapped in the vinyl covering.

The Eircell contract is for three years and the company were encouraged to take up where Guinness left off by the obvious tie in between this mobile form of advertising and the product itself. Demographics also helped.

They indicate that Dart users are predominantly young and affluent. Over 170,000 commuters use the service every day and 72 per cent of them are in the highly sought after 15-34 age group, with 51 per cent of those young commuters in the ABC 1 category.