For embattled Malaysia Airlines, the title of a contest was not exactly politically correct.
The online contest was called "My Ultimate Bucket List".
It asked Australian and New Zealand customers to describe in 500 words or less, "What and where would you like to tick off on your bucket list, and explain why?"
The prize for 16 winners was an iPad or return tickets to Malaysia, Reuters reported.
Netizens slammed the campaign as insensitive following two disasters suffered by the airline which claimed 537 lives.
A bucket list commonly refers to things one wants to do or see before dying.
The competition was launched on Monday but the original competition page has since been taken down and replaced with a new page, removing bucket list references.
The renamed competition, "Win an iPad or Malaysia Airlines flight to Malaysia", asks entrants to "share your life's ultimate to-do list".
The competition has come under fire, with media and PR watchers describing it as "macabre", "ill-conceived" and "one of the worst possible choices for the company".
Yesterday, the airlines released a statement saying it had withdrawn the title of the competition, "as it is found to be inappropriate at this point in time".
"The competition had earlier been approved as it was themed around a common phrase that is used in both countries (Australia and New Zealand)," it said.
"The airline appreciates and respects the sentiments of the public and in no way did it intend to offend any parties."
Hit by plunging ticket sales, the airline is offering discounts on some routes and launched special offers to revive its business.
This article was first published on Sep 4, 2014.
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