Coach operator FlixBus announced it has revived the 666 bus route to the Polish seaside resort of Hel, a move that brings back a service previously targeted by religious groups for its perceived satanic connotations. According to the BBC, the new line will operate as a 13-hour journey stretching from Kraków to the Hel Peninsula, stopping in cities including Warsaw along the way.
The route was formerly operated by the local company PKS Gdynia, which faced years of pressure from conservative religious groups. Critics argued that the branding of the service as the "Highway to Hel" was offensive, as the number 666 is cited in the Bible as the "number of the beast," and the destination name is one letter shy of the English word for hell.
In 2023, PKS Gdynia succumbed to the criticism and changed the line number to 669. At the time, a company spokesperson told the media that management had "buckled under the weight of letters and requests" sent periodically over several years, with some groups accusing the company of "spreading satanism."
Marketing the 'Highway to Hel'
FlixBus is taking a different approach to the branding of the route. Aleksander Kalenik, a spokesperson for the company, told the Polish news service TVN24 that the return of the original number is a deliberate strategy to attract passengers.
"The number 666 was deliberately chosen as a marketing communication element, intended to increase the visibility of the connection on the popular holiday route to Hel," Kalenik said.
The Hel Peninsula is a significant tourist destination in Poland, known for its sandy beaches, historical architecture, and a local seal sanctuary. The area sits on the tip of a 22-mile stretch of land jutting into the Gulf of Gdańsk.
Poland remains a predominantly Roman Catholic nation where the Church continues to hold substantial cultural influence. Whether the revival of the 666 branding will generate a repeat of the protests that ended the service under its previous operator remains to be seen, but FlixBus appears committed to the marketing strategy for the summer season.
