Malaysian Airlines has now withdrawn the title of the Campaign, changed it from “My Ultimate Bucket List” to “Win an iPad or Malaysia Airlines flight to Malaysia.”
I feel this is/ was such a creative and catchy promotion strategy by Malaysian Airlines, that plays with viewers emotions, but it is not a very smart campaign to launch at a time when the Airline is under turmoil in the light of two tragedies that lost 500 lives. It is a bit risky and insensitive of the Airline to come out with such an advertisement, as the tragedies are still fresh, families are mourning their losses and some are still in hope to find their loved ones who were on the flight that disappeared.
I guess its all about timing, a good campaign launched at the wrong time. At this Maturity stage, the best direction for the Airline is to reinvent/ rebrand itself.
More details about the campaign can be found at: