The airline, which began the promotion Monday by asking travelers in Australia and New Zealand to submit essays answering the question, "What and where would you like to tick off on your bucket list, and explain why," redubbed the subject a "to do" list following widespread criticism on social media.
The campaign's critics said using the term "bucket list," which is a list of things the author would like to complete before they die, was insensitive in the wake of two Malaysia Airlines tragedies since March of this year. The incidents involving flights MH17 and MH370 resulted in 537 fatalities.
The airline's web page for the contest has since been taken down. The contest is offering an iPad and a free economy class ticket to winners.