Malaysia Airlines in hot water over “bucket list”

Airline quickly changes wording of new sales campaign

Malaysia Airlines has come up with a number of campaigns to persuade people to fly on its planes again, following two disasters suffered by the airline this year that took 537 lives. But it has had to quickly alter the wording of one of them.

The carrier changed the wording of an online contest called My Ultimate Bucket List after accusations of insensitivity. A bucket list refers to things you want to see or do before you die.

The airline launched the campaign in Australia and New Zealand, asking potential customers to describe in less than 500 words: “What and where would you like to tick off on your bucket list, and explain why?” The prize for 16 winners: return tickets to Malaysia or an iPad.

Reuters

[photo courtesy Malaysia Tourism]

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