Eircom is making "heavy" investments in local promotional activity as it rolls out eFibre, its superfast broadband product, says the company's consumer marketing director, Lisa Comerford.

“We have invested heavily in regional activity as the exchanges become enabled, using local press and radio as well as door drops and in-store activation,” she says.

Eircom has signed up more than 100,000 eFibre customers in the year since it launched the rollout, “significant uptake”, according to Comerford. The availability footprint for eFibre now covers 850,000 premises, with the company on track to extend this to 1.4 million premises by the end of 2015.

Since last October the company has bundled its eVision television service with its eFibre broadband offer. The television service has attracted more than 20,000 subscribers in that time and Comerford says Eircom is set to launch “some really exciting products and services” for eVision in the months ahead.