- After two flight tragedies that resulted in the loss of over 500 passengers, Malaysia Airlines launched an insensitive promotion that has quickly backfired.
- The airline launched a free flight giveaway promotion titled "My Bucket List"—a term that refers to things to do before death —that encouraged people to submit a list of places they would like to travel before they die.
- Backlash on social media pointing out the obvious bad taste pushed the airline to rename the promotion "Ultimate To-Do List" and issued an official statement of apology.
Malaysia Airlines "My Ultimate Bucket List", cause if there r things to do before you die, MA is the best way to fly pic.twitter.com/nDejYoEHlo— Rob Stanley (@rjastanley) September 2, 2014
It's hard to imagine how an idea like this was approved after the tragedies surrounding the airline. Feel good promotions could be a way to get the brand back on track, but any mention of death should be avoided—which really should be a good rule of thumb for most brands.