Malaysia Airlines has provoked a storm of controversy by asking customers to list the things they would most like to do before they die.
The airline, which lost two planes this year in disasters that claimed 537 lives, committed the marketing gaffe when it launched a "My Ultimate Bucket List" campaign on Monday.
But with the world still reeling from the twin catastrophes of the MH370 and MH17 crashes, social media users swifly began mocking the marketing ploy.
The campaign called on Australian and New Zealand residents to write their own bucket list and enter it into a competition to win flights to Malaysia and iPads but the competition appears to have since been withdrawn.
The online link to it is now redirecting traffic to a 404 error page. All that remains of the "My Ultimate Bucket List Campaign" is a PDF of the competition's terms and conditions, accessible here.
Often associated with the terminally ill, a "bucket list" refers to the places one wants to visit or the experiences one wishes to have before they die. SMH