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Reading: Malaysia Airlines Apologises for ‘Bucket List’ Promotional Campaign
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B&T > Marketing > Malaysia Airlines Apologises for ‘Bucket List’ Promotional Campaign
Marketing

Malaysia Airlines Apologises for ‘Bucket List’ Promotional Campaign

Staff Writers
Published on: 5th September 2014 at 10:13 AM
Staff Writers
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Malaysia Airlines is apologising after starting a promotional campaign that asked customers to name their bucket list travel destinations.

Many criticised the idea of a bucket list — which contains items or activities a person wants to complete before they die — because of the airline’s connection to the worst two airline tragedies this year. Between the disappearance of Malaysia Airlines Flight 370 and the shooting down of Flight 17, a total of 537 lives were lost.

“Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time,” the airline said in a statement on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

Customers booking tickets between Sept. 1 and the end of the year were asked to name their “bucket list” destinations, with those entering the best answers winning either iPads or plane tickets.

Read the full article here.

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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