Making a hostname show up in a traceroute, ala rednote

[nick G]

Hello all.
    Recently, a friend of mine who is starting up a hosting company set hostnames on his boxes that are sitting on the planet.  As an example, he wants 246.70-85-55.reverse.theplanet.com to show up as raynbobox.fmservers.co.uk when one traces to this server, a lot like how rednote shows up.  Any ideas on how this is done?
Thanks,
Nick