Malaysia Airlines this week launched an unfortunately-named "ultimate bucket list" competition, encouraging potential passengers to share what they wanted to do before their deaths to win prizes.
The contest now appears to be withdrawn but was open to travellers in Australia and New Zealand booking flights with the airline. It encouraged passengers to share “what and where would you like to tick off on your bucket list, and explain why?” in 500 characters or less to win prizes ranging from an iPad to a trip to Malaysia.
Malaysia Airlines is still reeling from two of the worst aviation disasters in history: the MH17 and MH370 tragedies. Flight MH370 from Kuala Lumpur to Beijing disappeared with 227 passengers and 12 crew members on board. The wreckage has not been found but all passengers and crew are presumed dead. Last month MH17 was shot down while flying over eastern Ukraine, killing all 283 passengers and 15 crew members on board.
A spokesperson for Malaysia Airlines said they had withdrawn the title as "it is found to be inappropriate at this point in time".
The competition had been earlier approved as it was themed around a common phrase that is 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 initiative of the competition is designed to inspire and encourage travellers to dream, plan and book their next holiday with Malaysia Airlines.