Malaysia Airlines withdraws ‘Bucket list’ promo

Message now on MAS's website

Message now on MAS website

Malaysia Airlines has withdrawn a promotion that used the phrase ‘bucket list’ – a term that refers to things people should do before they die – to entice customers back to the airline.

The ‘My Ultimate Bucket List’ promo gave travellers the chance to win free flights in a bid to fill empty seats. Malaysia Airlines has suffered two major disasters this year, and customers have been staying away.

“What and where would you like to tick off on your bucket list?” asked the airline. However, the promotion now directs to an error page, and a message now on Malaysia Airlines website states that there are currently no deals available with the airline.

The promotion comes about a week after Malaysia Airlines ran a Facebook promotion that raised eyebrows for using the words “All burned out and tired?” to draw attention for a deal on a trip to Langkawi.

Malaysia Airlines

‘All burned out and tired?’ promo

The beleaguered company is now undergoing a dramatic restructure to reverse its fortunes that is expected to involve a rebrand and even a name change. However, a leading advertising executive recently told Mumbrella that that a rebrand could prove to be a bad move.

M&C Saatchi Malaysia boss Lara Hussein said: “It would take years for a re-brand to take effect. I think change has to come from within. They really have to show a change in terms of a new management restructure, add new aircraft to the fleet, negate bad publicity in terms of being heavily bureaucratic, and of course improve the low morale faced by employees and crew.”

“They need to up their game and be competitive. Currently they are lagging behind and behaving like a sleepy giant. Not the pride of our nation the way it once was,” she said.


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