In what is possibly the worst PR decision in history, Malaysia Airlines launched the 'My Ultimate Bucket List' contest. They may as well have named the challenge: "What do you want to do before you die on one of our flights?"
It seems like Malaysia Airlines is dead set on being known as the absolute worst airline, not only for safety, but also marketing. In an effort to rebrand themselves, the oblivious airline launched the “My Ultimate Bucket List” contest.
It is no secret that Malaysia Airlines needs to recover its image after the tragic loss of flights MH17 and MH30, but creating a 'bucket list' contest is perhaps the worst way possible for the airline to do so. It isn't clear if the airline realizes that the term 'bucket list' refers to things one would want to do before DYING.
The competition was marketed by the airline as “a game of skill” open to customers in Australia and New Zealand. As part of the entry submission, contestants must submit an answer of 500 words or less to the question: “What and where would you like to tick off on your bucket list, and explain why?” Prizes include a free iPad and a free economy-class ticket to a destination in Malaysia, that is supposed to be determined by the airline.
Unsurprisingly, the contest instantly received backlash, as many were left stunned by the clearly incompetent PR decision. For one to complete their bucket list, they first have to arrive safely to their destination. With an airline dealing with safety concerns in the aftermath of two air planes going down in four months, the last thing any marketer should do is tie death into a contest they've organised.
The campaign was launched on Monday, and by Tuesday the original link to the competition on their was inaccessible, though a PDF version still exists.