Reuters reports that Malaysia Airlines has changed the wording of an online contest called "My Ultimate Bucket List" after Internet users derided the campaign as insensitive following two disasters suffered by the airline this year that claimed 537 lives.

A bucket list commonly refers to things one wants to do or see before dying.

Nearing six months since the unexplained loss of Flight MH370, the carrier launched the campaign asking Australian and New Zealand customers to describe in 500 words or less, "What and where would you like to tick off on your bucket list, and explain why?".

The prize for 16 winners was an iPad or return tickets to Malaysia.

Hit by plunging ticket sales after the March 8 disaster and the July 17 shooting down of another passenger jet over Ukraine, Malaysia Airlines has slapped discounts on some routes and launched special offers to revive its business.