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Malaysia Airlines scraps bucket list contest

Win an iPad or Malaysia Airline Ticket
Win an iPad or Malaysia Airline Ticket
Photo by: Malaysia Airlines

Lack on sensitivity or just bad marketing? Either way Malaysia Airlines pulled their “My Ultimate Bucket List Contest” reported the Guardian on September 3, 2014.

Hoping to increase airline ticket sales to Australian and New Zealand residents, Malaysia Airlines debuted the “My Ultimate Bucket List Contest.” The contest encouraged customers who booked travel between September 1, 2014 and December 31, 2014, to share their bucket list destinations with Malaysia Airlines reported the Washington Post on September 3, 2014.

Customers were given instructions to submit up to 500 characters on “What and where you would like to tick off on your bucket list, and explain why?” Round-trip economy tickets from Australia or New Zealand to Malaysia will be awarded to the 12 cleverest answers.

However, Malaysia Airlines did not take into account why a bucket list would be created. A “bucket list” refers to a list of things a person wants to do before they die.

Given that Malaysia Airlines Flight 370 disappeared without a trace on March 8, 2014, Malaysia Airlines Flight 17 was shot down on July 17, 2014, and an Australian woman claimed she was sexually assaulted by a chief steward on a Malaysian Airlines flight in August, it hasn’t been the best year for the airline. The airline was forced to layout 6,000 jobs causing concern that Malaysia Airlines would soon file for bankruptcy. The airline strongly disputes those speculations.

In response to negative public reaction to the name of the “My Ultimate Bucket List Contest,” Malaysa Airlines has renamed the contest “Win an iPad or Malaysia Airlines Flight.” The contest requirements remain the same, but now include 4 iPads in the giveaway.