Dive Brief:

• After two flight tragedies that resulted in the loss of over 500 passengers, Malaysia Airlines launched an insensitive promotion that has quickly backfired. 
• The airline launched a free flight giveaway promotion titled "My Bucket List"—a term that refers to things to do before death —that encouraged people to submit a list of places they would like to travel before they die. 
• Backlash on social media pointing out the obvious bad taste pushed the airline to rename the promotion "Ultimate To-Do List" and issued an official statement of apology. 

Dive Insight: 

It's hard to imagine how an idea like this was approved after the tragedies surrounding the airline.  Feel good promotions could be a way to get the brand back on track, but any mention of death should be avoided—which really should be a good rule of thumb for most brands.