Malaysia Airlines changes name of ‘bucket list’ promotion

The airline, which has suffered two high-profile crashes in recent months, was running a promotion called ‘My Ultimate Bucket List.’

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When your brand is mostly known for high-profile incidents resulting in hundreds of deaths, your promotional efforts should probably shy away from anything involving one’s final wishes.

Malaysia Airlines, which has suffered two major crashes in the past year, didn’t follow that thinking.

It launched a promotion called the “My Ultimate Bucket List” promotion Monday in Australia and New Zealand. The sweepstakes asked entrants to tell the airline “What and where would you like to tick off on your bucket list?”

The question led to responses such as these:

This is a sick, sick joke, right?! Malaysia Airlines hosts “Bucket List Contest”: Marketing/PR needs to be fired.

— M. Gaston (@MAHidalgo) September 2, 2014

Today in marketing fails: Malaysia Airlines running a “Bucket List Challenge” and giving away free trips. Too soon? I’d say so.

— Marshall Osborne (@MarshallOsborne) September 3, 2014

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