Posted by ajamison 3 years, 8 months ago


TIME recently shared Malaysia Airlines Asked for Travelers’ “Bucket Lists” in Ill-Advised Contest and my immediate thoughts were:

  • How many people reviewed and approved this idea before the contest launched?
  • What level of experience and knowledge does their PR and Marketing team have in reputation management? 
  • What in the world were they thinking? 

Bucket Lists are associated with things you want to do before you die. It’s not exactly the phrase you’d want to incorporate into a contest after the MH17 and MH370 tragedies. Malaysia Airlines has a huge challenge ahead of them in repairing their reputation and gaining the confidence and loyalty from customers again. I’m all for creativity and encouraging engagement in contests, but surely there was a better solution. I encourage PR and marketing professionals when working on campaigns following a major crisis to be extra cautious and sensitive with their messaging. In addition, it's important to consider all of your target audiences. The last thing you want to do is reignite the fire.


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