Malaysia Airlines has jettisoned its unfortunately titled "Ultimate Bucket List" promotion after an online backlash.
The common phrase "bucket list," of course, refers to a series of things one wants to before they die, or "kick the bucket."
Yeah. Not really the kind of marketing magic you want to go for if you're an airline that earlier this year had two disasters resulting in 537 fatalities.
Malaysia Air slammed for 'Ultimate Bucket List'Play Video
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The contest had invited customers in Australia and New Zealand to win a free flight on the beleaguered airline by submitting a 500-character essay on what location they would love to visit in their lifetime and why.
Malaysia Airlines acknowledged the contest's name was "inappropriate" but said it didn't mean to offend anyone.
"The competition had been earlier approved as it was themed around a common phrase that is used in both countries," said the airline in a statement.
"The initiative of the competition is designed to inspire and encourage travellers to dream, plan and book their next holiday with Malaysia Airlines."
Judging by the awkward word choice in its apology it might be best to chalk this one up to a little "lost in translation."
The airline has since renamed the contest, "Win an iPad or Malaysia Airlines Flight to Malaysia."
"I think I'll take the iPad," quipped Al Roker.