Malaysia Airlines has sparked criticism by asking customers to reveal their ‘bucket list’ – a list of things they would most like to do before they die.
The airline, which lost two aircraft this year in disasters that claimed 537 lives, committed the marketing gaffe when it launched a “My Ultimate Bucket List” campaign on Monday.
Social media users swiftly began mocking the marketing ploy.
The campaign called on Australia and New Zealand residents to write their own bucket list and enter it into a competition to win flights to Malaysia and iPads, the Sydney Morning Herald reported.
I’ll tell you what’s NOT on my bucket list – flying on Malaysia Airlines. http://t.co/Lu0uu37BAI
— Amy Sauertieg (@asauertieg) September 3, 2014WOW. Talk about a marketing disaster. “Malaysia Airlines asked for travelers’ ‘bucket lists’ in ill-advised contest.” http://t.co/rf2dfkzJ8f
— Lisa Barnard (@lisabarnard) September 3, 2014It has since been rebranded “your ultimate to-do list”.
“The competition had earlier been approved as it was themed around a common phrase that is used in both countries,” the airline said in a statement.
“The airline appreciates and respects the sentiments of the public and in no way did it intend to offend any parties.”