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Thu 4 Sep 2014 11:41 AM

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Backlash against Malaysia Airlines PR blunder

The airline found itself in another controversy after a poor title choice for a promotional competition launched this week

Backlash against Malaysia Airlines PR blunder
(Getty Images)

Malaysia Airlines can’t seem to get much right these days.

The airline found itself in another controversy after naming a promotional competition the “Ultimate Bucket List” this week.

The “Ultimate Bucket List” competition, launched on the airline’s website, gave Australian and New Zealand travellers the chance of winning an iPad and an economy class ticket if they answered the questions: “What and where would you like to tick off on your bucket list, and explain why?”

A “Bucket List”, defined as a list of things to do before you die, was considered a highly inappropriate term to be used as a title, considering the airline’s double plane tragedies this year, and the move sparked a social media outcry.


Malaysia Airlines has since changed the title to a “To do list”.

The airline has been delisted from the stock
market, and taken over by the country’s government to be rebranded, it was
reported last week.

The Malaysian government is expected to spend $436
million to buy out stakeholders of the loss-making carrier, Reuters reported.

State investment fund Khazanah Nasional was quoted
as saying by Reuters that it would need cooperation from all parties to
undertake a complete overhaul of the airline.

“Nothing less will be required in order to revive
our national airline to be profitable as a commercial entity, and to service
its function as a critical national development entity,” it was quoted as

Malaysia Airline suffered a double tragedy this
year when one plane went missing en route from Kuala Lumpur to Beijing in
April, and another was shot down over Eastern Ukraine after taking off from
Amsterdam in July.

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