Even a drunken, washed-up Don Draper would know better than to pitch this: Malaysia Airlines—dogged by the twin tragedies of Flight 370 and Flight 17 and desperate to fill its scads of empty seats— came up with what apparently seemed like a promising promotion: the "My Ultimate Bucket List" contest, which offered customers in Australia and New Zealand the chance to nab free iPads and free flights by describing what they'd like to cross off their bucket lists before they die, reports Time.
It’s not too surprising that Malaysia Airlines is trying to get creative in its rebranding efforts, dubbed "Rebuilding a National Icon"—after all, it just announced it's slashing 30% of the workforce, reportedly the largest downsizing it has ever experienced, notes the Wall Street Journal via Slate. What is surprising is an airline that's become synonymous with sudden death using a checklist of things people hope to accomplish before they die as an incentive to fly, Time points out. The contest announcement and rules have been yanked from the company's website, though Australia's Travel Monitor says that customers were offered the chance to win "fantastic monthly prizes" for entering as the company tries to "[regain] the confidence of our customers and the industry as a trusted five-star carrier." (One man trying to check items off his own bucket list met a tragic end.)