Asia-Pacific

Malaysia Airlines scraps ‘Bucket List’ campaign

Internet users deride campaign as insensitive following two airline disasters this year

A three-dimensional model of the southern Indian Ocean sea-floor terrain. Currently two ships, the Zhu Kezhen and Furgo Equator are surveying the Indian Ocean sea floor as part of the search for the missing Malaysia Airlines flight MH370. Photograph: Picard Kim/EPA/Jacc

Thu Sep 4 2014 - 09:41

Malaysia Airlines Ltd. has scrapped its "Bucket List" advertising campaign after internet users derided it as insensitive following two disasters suffered by the airline this year that claimed 537 lives.

The airline said it would stop the "inappropriate" campaign in New Zealand and Australia in an e-mailed statement today.

A bucket list commonly refers to things one wants to do or see before dying.

“The competition had been earlier approved as it was themed around a common phrase that is used in both countries,” Malaysia Airlines said in its statement. “The airline appreciates and respects the sentiments of the public and in no way did it intend to offend any parties.”

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Nearing six months since the unexplained loss of Flight MH370, the carrier launched the campaign asking Australian and New Zealand customers to describe in 500 words or less, "What and where would you like to tick off on your bucket list, and explain why?". The prize for 16 winners was an iPad or return tickets to Malaysia.

Plunging sales

Hit by plunging ticket sales after the March 8th disaster and the July 17th shooting down of another passenger jet over Ukraine, Malaysia Airlines (MAS) has slapped discounts on some routes and launched special offers to revive its business. It has almost doubled its commission payments to Australia-based travel agents to revive sales there, according to Australian media reports.

By yesterday afternoon, the original link to the “Bucket List” contest had been removed from the airline’s website. The contest was still being offered, with less fanfare, asking contestants to describe destinations and activities on their “to-do” list.

The competition went live September 1st, was removed the next day after the social media backlash and relaunched on September 3rd.

The ill-fated contest will continue in a new form, according to the airline’s website. “Whether it’s big or small, share your life’s ultimate to-do list and you could win a flight ticket or an iPad,” writes the website.

The competition is designed to inspire and encourage travellers to dream, plan and book their next holiday with Malaysia Airlines, the carrier said.

The airline will de-list from the stock exchange this year as it undergoes a government-led restructuring announced last week that includes a 30 percent cut in its workforce.

Reuters and Bloomberg

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