In the old days, Southwest in-flight magazine had a centre-spread of the (fully clothed) Stewardess of the Month.
I was living in Vietnam when Vietjet started up. They had an inspired campaign using models wearing bikinis in Vietjet colours. They did photo shoots and also had them dancing in the aisles on one flight. An appropriate government department was morally outraged and fined them 20 million dong! Since that is less than $1000, it was very cheap
PR!