Malaysian Airlines Launch Ill-Conceived Bucket List Campaign

Compounding the historic bad vibes associated with a devastating calendar year in which 537 lives were lost to two separate aviation tragedies – Flight MH370 disappearing en route to Beijing in March and Flight MH17 being shot down over eastern Ukraine in July – a poorly thought out Malaysian Airlines competition asking Australian and New Zealand customers to share their bucket list destinations has come under fire for evoking death. 

The embattled airline estimated to be haemorrhaging cash at a rate of $2 million per day made the monumentally dumb decision to launch a consumer promotion asking for submissions pertaining to “what and where would you like to tick off on your bucket list, and why.”   

The bucket list being a compendium of things to experience, do or achieve before you die. The competition copy has since been changed “Win an iPad or Malaysia Airlines flight to Malaysia”.

“Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time,” a statement released yesterday said. “The competition had been earlier approved as it was themed around a common phrase used in both countries. The airline appreciates and respects the sentiments of the public and in no way did it intend to offend any parties.”
The rebrand in imminent.