The airline scrapped its promotional campaign amid an online backlash for its contest name.
It hasn’t been a good year for Malaysia Airlines, which suffered back-to-back crashes resulting in 537 fatalities.
In an effort to lure travelers back, Malaysia Airlines launched a competition for free iPads and economy-class tickets. But the unfortunately titled “Ultimate Bucket List” promotion didn’t have the impact the airline had hoped for. According to Time:
Contestants had to explain “What and where would you like to tick off on your bucket list?”
The Merriam-Webster definition of bucket list is “a list of things that one has not done before but wants to do before dying.” The association is horrific, given that 537 people lost their lives flying on the airline this year.
Criticism of the competition, most notably the name, prompted Malaysia Airlines to pull the promotion just a day after it was first announced. According to Mashable:
“Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time,” the airline said in a statement Wednesday. “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 airline has since renamed the contest, “Win an iPad or Malaysia Airlines Flight to Malaysia,” Mashable said.
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