Malaysia Airlines Offers Unfortunately Named “Bucket List” Contest to Lure Passengers

Your News Companion by Ben Mathis-Lilley
Sept. 2 2014 8:00 PM

Malaysia Airlines Offers Unfortunately Named “Bucket List” Contest to Lure Passengers

Passengers watch a Malaysia Airlines plane on the runway at Kuala Lumpur International Airport.

Photo by MANAN VATSYAYANA/AFP/Getty Images

The back-to-back crashes of MH370 and MH17 have made for a tragic year for Malaysia Airlines. The tragedies have also rattled travelers, pushing Malaysia’s national carrier to the financial brink. The airline cut nearly 6,000 jobs—30 percent of its workforce—and looked to turn the page, and its flagging fortunes, by rebranding itself. Unfortunately, the rebrand already needs a rebrand of its own.

To help convince travelers back onboard, Malaysia Airlines started up a contest with free flights as a prize. While that seems like a step in the right direction, unfortunately, the competition was billed as “My Ultimate Bucket List.” While having a bucket list is pretty common among wanderlusty travelers, asking passengers for their bucket list, or “a list of things that one has not done before but wants to do before dying,” probably isn’t the best marketing strategy for the beleaguered airline. The airline appears to have pulled the promotion because, well, as Time points out, “asking prospective passengers to think up a bucket list before accepting a free ticket on one of its planes might be construed as macabre.”

Elliot Hannon is a writer in Washington, D.C. Follow him on Twitter.



The Democrats’ War at Home

How can the president’s party defend itself from the president’s foreign policy blunders?

Congress’ Public Shaming of the Secret Service Was Political Grandstanding at Its Best

Michigan’s Tradition of Football “Toughness” Needs to Go—Starting With Coach Hoke

A Plentiful, Renewable Resource That America Keeps Overlooking

Animal manure.

Windows 8 Was So Bad That Microsoft Will Skip Straight to Windows 10


Cringing. Ducking. Mumbling.

How GOP candidates react whenever someone brings up reproductive rights or gay marriage.

Building a Better Workplace

You Deserve a Pre-cation

The smartest job perk you’ve never heard of.

Hasbro Is Cracking Down on Scrabble Players Who Turn Its Official Word List Into Popular Apps

Florida State’s New President Is Underqualified and Mistrusted. He Just Might Save the University.

  News & Politics
Sept. 30 2014 9:33 PM Political Theater With a Purpose Darrell Issa’s public shaming of the head of the Secret Service was congressional grandstanding at its best.
Sept. 30 2014 7:02 PM At Long Last, eBay Sets PayPal Free
Sept. 30 2014 7:35 PM Who Owns Scrabble’s Word List? Hasbro says the list of playable words belongs to the company. Players beg to differ.
  Double X
The XX Factor
Sept. 30 2014 12:34 PM Parents, Get Your Teenage Daughters the IUD
  Slate Plus
Behind the Scenes
Sept. 30 2014 3:21 PM Meet Jordan Weissmann Five questions with Slate’s senior business and economics correspondent.
Brow Beat
Sept. 30 2014 8:54 PM Bette Davis Talks Gender Roles in a Delightful, Animated Interview From 1963
Future Tense
Sept. 30 2014 7:00 PM There’s Going to Be a Live-Action Tetris Movie for Some Reason
  Health & Science
Medical Examiner
Sept. 30 2014 11:51 PM Should You Freeze Your Eggs? An egg freezing party is not a great place to find answers to this or other questions.
Sports Nut
Sept. 30 2014 5:54 PM Goodbye, Tough Guy It’s time for Michigan to fire its toughness-obsessed coach, Brady Hoke.