Malaysia Airlines renames 'bucket list' offer after MH370 and MH17 disasters

5 Sep 2014 16:42:05

theguardian.com

Malaysia Airlines has changed the name of a ticket-sale promotion that invoked an "inappropriate" death reference by asking travellers which places were on their "bucket list".

The airline had offered prizes, including free round-trip flights to Malaysia from Australia and New Zealand, in a contest called "My Ultimate Bucket List" ;, despite 537 people being killed in two air accidents involving the airline this year.

A bucket list refers to things someone wants to do before dying, or "kicking the bucket".

"Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time," a statement by the airline said on Wednesday.

"The competition had been earlier approved as it was themed around a common phrase 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 contest was renamed "Win an iPad or Malaysia Airlines flight to Malaysia" ;, the carrier said. The airline had faced accusations that the original competition title was in poor taste.

Customers who booked travel between 1 September and 31 December were asked to tell the airline which destinations were on their bucket list. The most creative answers were to go into a draw to win 12 round-trip economy-class tickets.

The carrier is scrambling to attract bookings, which have further slumped because of its two disasters.

MH370 vanished on 8 March with 239 passengers and crew aboard, inexplicably diverting from its course between Kuala Lumpur and Beijing. The Malaysian government believes it went down in the Indian Ocean, but no trace has been found.

MH17 went down on 17 July "“ believed to have been hit by a surface-to-air missile "“ in eastern Ukraine, killing all 298 on board.

Even before the disasters, Malaysia Airlines had lost huge sums of money for years as it failed to rise to increasing industry competition.

It said last week it would cut 6,000 jobs and scale back its route network.

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