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#1 Campaign
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Highway to Hel 666 Rebrand Revival

PR Campaign
Saturday 30th May, 2026

FlixBus deliberately reinstated the Route 666 coach from Kraków to the seaside resort of Hel, using the controversial “666” number as a marketing hook — reviving the ‘Highway to Hel’ label that previously drew complaints from religious groups and media attention.

Why it worked: They engineered a values clash—religion vs cheeky marketing—by explicitly choosing “666,” giving journalists a built-in headline, controversy, and quote.

The lesson: Consider reviving a previously nixed idea with a polarizing symbol and a clear quote-ready rationale to reignite media debate fast.

FlixBus
16 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
euronews.com 'Highway to Hel': regresa la línea 666 de FlixBus a Hel en Polonia | Euronews Saturday 30th May, 2026
euronews.com FlixBus revives Poland’s infamous 666 ‘highway to Hel’ | Euronews Saturday 30th May, 2026
travelandtourworld.com Poland Reawakens the ‘666 to Hel’ Summer Route, FlixBus Brings Back the Quirkiest Way to Reach the Baltic Coast - Travel And Tour World Sunday 31st May, 2026
notesfrompoland.com Poland’s 666 bus to Hel returns in new form | Notes From Poland Sunday 31st May, 2026
bbc.com Controversial 'Highway to Hel' 666 bus revived in Poland Monday 1st June, 2026
bbc.com Controversial 'Highway to Hel' 666 bus revived in Poland Monday 1st June, 2026
unn.ua Poland reinstates controversial bus route 666 despite pressure from religious organizations | УНН Monday 1st June, 2026
ynetnews.com Poland revives ‘Highway to Hel’ 666 bus after religious backlash Monday 1st June, 2026
liga.net Highway to Hel. Bus №666, which was changed due to "satanic symbols", will be restarted in Poland Monday 1st June, 2026
cnn.com Poland revives its ‘Highway to Hel’ 666 bus route | CNN Monday 1st June, 2026
spiritdaily.org ‘666’ Bus Returns Monday 1st June, 2026
cbsnews.com 666 bus to Hel back in business, as firm resurrects doomed Polish tourist route - CBS News Monday 1st June, 2026
gamereactor.eu Bus 666 is once again running all the way to Hel - - Gamereactor Monday 1st June, 2026
firstpost.com Poland’s infamous ‘666 bus to Hel’ is back. Why is it so controversial? Tuesday 2nd June, 2026
planetizen.com In Poland, you can ride bus #666 to Hel | Planetizen News Saturday 6th June, 2026
friendlyatheist.com Christians got Route 666 to Hel canceled. It's finally getting resurrected. Saturday 6th June, 2026

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