Malaysia Airlines has been slammed over its choice of words in a tweet promoting its end-of-year specials.
The airline - which lost two planes this year leading to the deaths of hundreds of passengers - last night tweeted: "Want to go somewhere, but don't know where?"
Flight MH370 went missing in March, en route to China from Malaysian capital Kuala Lumpur, with 239 people on board. Kiwi Paul Weeks was one of the passengers on board.
The plane has yet to be found.
Four months later, another Boeing 777 owned by the airline, MH17, was shot down over Ukraine, with the loss of all 298 people on board. Among the victims were New Zealanders Robert Ayley and Mary Menke, who were flying home from Amsterdam.
Last night's tweet has already been questioned by Twitter users.
Theresa Powell replied to the airline, saying: "Probably not the best choice of words for an airline that doesn't know where one of its planes is - just saying #mas370".
Another user said: "Not sure I want to be on a MA plane going somewhere but don't know where??"
One tweeter appeared astonished, saying: "Seriously? That's your tag line? Sheesh"
Another simply said: "Where is the MH370?"
It's not the first time Malaysia Airlines has courted controversy over a questionable promotion.
In September, the carrier invited travellers from New Zealand and Australia to enter a competition titled, "My Ultimate Bucket List".
Mr Weeks' wife Danica labelled that promotion "insensitive" and "atrocious".