Malaysia Airlines is apologizing after starting a promotional campaign that asked customers to name their bucket list travel destinations.

Many criticized the idea of a bucket list — which contains items or activities a person wants to complete before they die — because of the airline's connection to the worst two airline tragedies this year. Between the disappearance of Malaysia Airlines Flight 370 and the shooting down of Flight 17, a total of 537 lives were lost.

"Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time," the airline said in a statement on Wednesday. "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."

Customers booking tickets between Sept. 1 and the end of the year were asked to name their "bucket list" destinations, with those entering the best answers winning either iPads or plane tickets.

The airline changed the name from "My Ultimate Bucket List" to "Win an iPad or Malaysia Airlines flight to Malaysia."

The airline removed the material on its website about the bucket list campaign, but the cached version is available through Google.

The carrier, which was already struggling financially, faces a serious challenge in recovering after the tragedies. The state-owned investment firm that owns a majority of the airline has announced layoffs of about 30% of the workforce and plans to reduce the routes it services.

A full rebranding could also be in the works.