Malaysia Airlines' "Bucket List" Promotion

Twitter users were out in force, criticizing Malaysia Airlines' poorly named "My Ultimate Bucket List Campaign." The promotion asks people, "What and where would you to tick off your to-do list, and explain why?" [sic]

A bucket list is commonly known as the activities people want to accomplish before they die or "kick the bucket." Within one year, Malaysia Airlines lost two planes and 537 lives.

In response to criticism, the company changed the name of the promotion to "Win an iPad or Malaysia Airlines flight to Malaysia."

Malaysia Airlines Bucket List

The company also issued this statement:

"Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time.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

Discussion Starters: 

  • Did the airline do the right thing by changing the name, or are people just too sensitive?
  • What does "sic" mean, which I wrote in the first paragraph?
  • Assess the airlines' apology. What rules of social media and apologies does it follow, and what could be improved?