Struggling carrier Malaysia Airlines launched a questionable marketing campaign last week, asking potential passengers what they would like to do before they die.
The airline had two major tragedies just over four months apart, resulting in the deaths of 537 passengers and crew. The since cancelled campaign would have given away free airline tickets and other prizes, and was called "My Ultimate Bucket List", Time magazine reports.
The competition, which was launched in Australia and New Zealand, urged potential travellers to the airline what things that they wish to do before their life ends.
"What and where would you like to tick off on your bucket list?" the contest asked. Winners would have received free economy-class seats, and iPads.
The contest entry form and rules webpages have been taken down, but not before the competition was promoted on Australian and British news outlets.
The beleaguered airline announced last week that nearly 200 crew members resigned in seven months because of safety concerns and pressure from their family members.
The first tragedy to strike Malaysia Airlines this year was the disappearance of Flight MH370 on March 8. The plane was flying from Kuala Lumpur, Malaysia to Beijing, China when it went missing. No debris or evidence of a crash site have been found to date, and there were 239 people on board.
On July 17, Malaysia Airlines Flight MH17 was shot down over eastern Ukraine. The jet was travelling from Amsterdam to Kuala Lumpur when it was targeted by a surface-to-air missile near the Russia-Ukraine border. Both countries are deflecting responsibility for the attack. On board were 298 people from over a dozen countries.
The airline reported a net loss of $97 million at the end of the second quarter, and average weekly bookings have dropped by 33 per cent.
