The Malaysia Airlines Bucket List Campaign Rebrands the Competition
Meghan Young — September 4, 2014 — World
References: malaysiaairlines & mashable
It's been stated that after the recent tragedies Malaysia Airlines has face, it is losing millions of dollars a day; with this in mind, the major gaffe that is the Malaysia Airlines Bucket List campaign becomes a little more understandable. After all, desperate moments require desperate measures and this promotion is certainly desperate. Not to mention poorly thought out.
Since launching earlier this week, the Malaysia Airlines Bucket List campaign has been rebranded to "Win an iPad or Malaysia Airlines flight to Malaysia." In an official statement, the airline explains, "Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time. The competition had been earlier approved as it was themed around a common phrase used in both countries. The airline appreciates and respects the sentiments of the public and in no way did it intend to offend any parties."
Since launching earlier this week, the Malaysia Airlines Bucket List campaign has been rebranded to "Win an iPad or Malaysia Airlines flight to Malaysia." In an official statement, the airline explains, "Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time. The competition had been earlier approved as it was themed around a common phrase used in both countries. The airline appreciates and respects the sentiments of the public and in no way did it intend to offend any parties."
Trend Themes
1. Desperate Promotions - Opportunity for brands to rethink their marketing strategies in times of crisis.
2. Rebranding Campaigns - Potential for businesses to adapt and reposition their campaigns to be more sensitive to public sentiment.
3. Airline Industry Challenges - Chance for airlines to find innovative ways to rebuild trust and incentivize travelers.
Industry Implications
1. Marketing - Opportunity for marketing professionals to develop creative and considerate campaigns.
2. Hospitality - Potential for hotels and travel agencies to collaborate with airlines on promotional partnerships.
3. Consumer Goods - Chance for brands to offer products and services that cater to cautious or hesitant travelers.
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