Malaysia Air takes heat for poorly named promo

In a desperate effort to get back on top after two major tragedies in several months, Malaysia Airlines launched a large, and very inappropriately named, contest.  On Monday, the “My Ultimate Bucket List” contest was announced.  The company promptly attempted to erase all evidence of the contest just two days later following public outrage.  A statement from the airline said that the contest in Australia and New Zealand was “found to be inappropriate at this point of time,” and “The airline appreciates and respects the sentiments of the public and in no way did it intend to offend any parties.”

People were less than thrilled with the idea of providing the down on its luck airline with a list of goals they’re hoping to achieve before they die in exchange for prizes.  My question is this. How on earth did no one within the company see the glaringly obvious problem with this?

The contest has now been relaunched, this time with no name.  The company said they chose to not rename the contest, as “the focus is on the prizes.”  Or perhaps they’re between marketing execs at this time?