Boeing Tempers Hoopla on Max’s Return After Crisis ‘Dug a Hole’

Boeing Co. is plotting a low-key comeback for the 737 Max, the grounded jetliner that has spent almost two years engulfed in controversy and tragedy after two fatal crashes, said people familiar with the matter.

There won’t be an advertising blitz touting the much-anticipated return of Boeing’s best-selling jet from a global flying ban, said the people, who asked not to be named because the deliberations are private. The company has also dropped plans to fly a rented Max festooned with its corporate logo around the globe to woo customers and journalists.