Malaysia Airlines hastily pulled out and renamed a contest aimed towards Aussie and Kiwi customers after being criticized as being in poor taste because of its reference to death. The promotion, originally marketed as "My Ultimate Bucket List", was immediately mocked and regarded as insensitive with respect the families of the victimes of flights MH370 and MH17.

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A bucket list is in reference to the 2007 movie starring Jack Nicholson and Morgan Freeman, where they each write a list of things they want to do before they die or "kick the bucket."

The mechanics of the contest aimed at encouraging customers from Australia and New Zealand travelling between September 1 and December 31 to tell the airlines which destinations are included in their so-called bucket lists. Prizes included 12 round-trip economy-class tickets.

The promotion was launched on Monday and was intended to boost the sales of the struggling airline.  

However, families of the passengers killed on flight MH370, which dissappeared over the Indian Ocean, and flight MH17, which was shot down over Ukraine, called foul. They said that the promotion was an "atrocity" and insensitive given the fact that 537 passengers lost their lives on fllights with Malaysia Airlines within four months.

Malaysia Airlines said that the contest title was originally approved because it was a phrase that both countries were familiar with. They did not intend to offend anyone and have renamed the contest amidst criticism for their marketing blunder.

The airlines already faced much disapproval over the handling of the aftermath of the ill-fated flights. Families said they were kept in the dark on investigation updates and information regarding the location of their missing loved ones.

The promotion title only further damaged the airline's reputation, which will add to the difficulty in reviving their business.

The bucket list contest was renamed to "Win an iPad or Malaysia Airlines Flight to Malaysia." 

TagsMalaysia Airlines, bucket list, mh370, MH17