Back in August 2014, as part of its ill conceived attempt to move on from the twin tragedies of earlier in the year, Malaysia Airlines launched a contest called “My Ultimate Bucket List” which Time magazine said was not such a good idea because a bucket list is made up of the things one wants to see or accomplish before dying.

Following the wave of criticism, the airline quickly apologized and the campaign was withdrawn but not before social medial let rip, with one Twitter user asking, “This is a sick, sick joke right? Marketing/PR needs to be fired.”

The focus at Malaysia Airlines has been an ambitious restructuring plan led by outgoing CEO Christoph Mueller who has cut unprofitable routes or offloaded them to competitors, slashed thousands of jobs, and brought in new management.

But throughout this process, the carrier has developed a reputation for poorly conceived communications. Last Saturday I was flying out of Kuching International Airport and saw this strange image above the entrance.

Maybe it’s me but my first thought was that the woman looked like an angel. Doesn’t her hat look like a halo? My next thought was of MH370 and the tagline although totally innocent suggested an announcement was imminent.

And if it isn’t an angel, what is she supposed to be? A butterfly? And what’s the campaign about? Is the world waiting for her? Will she ever arrive?

Whatever it is, I couldn’t help but think this was the beginning of another bucket list fiasco. Or am I over thinking it? Tell me what you think!