April 1, 1972:
In honor of the 100-year anniversary of Thomas Cook's first round the world travel tour, the London Times
ran an article about Cook's 1872 tour, in which it noted that the vacation had cost the participants only 210 guineas each, or approximately $575. A few pages later, Times
readers then found a small article noting that in honor of this anniversary, Thomas Cook was running a promotion, offering the chance to buy a similar package deal at 1872 prices. The deal would be given to the first 1000 people to apply. The only clue that this was a joke was the remark that applications should be addressed to "Miss Avril Foley." The response to this bargain-basement offer was swift and enthusiastic. Huge lines formed outside Thomas Cook offices, and the travel agent was swamped with calls. The Times
subsequently issued an apology and dismissed the reporter who had written the article, though he was later reinstated.