Virgin Atlantic throws Erik a bone

Hong Kong - Erik the Dog, the robot star of Circus Oz, will be flying around the world with Virgin Atlantic to promote the airline brand through a mixed media campaign launched by Eight Partnership.

A series of seven viral TV and cinema featuring Erik on Virgin Atlantic's services will be spotted in Cantonese and English. Virgin Atlantic sponsored Circus Oz in Hong Kong last year.

"We loved him in Circus Oz and felt that he communicates the enjoyment of flying Virgin, as well as the real benefits that set us apart from other airlines," Brad West, country manger for Virgin Atlantic Airways Hong Kong, said.

Charles Brian-Boys, managing partner at Eight, said Erik combines his rare breed of wisdom with an earthy humor in a very Virgin way.

The campaign including TV, cinema, print, online and mobile was filmed and produced by The Media Village and will run throughout 2008 in Hong Kong.