Trending PR Campaigns
Highway to Hel 666 Rebrand Revival
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.
Coverage over time
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