1972 was the 100-year anniversary of Thomas Cook’s first round the world travel tour. To commemmorate the occasion, the London Times ran a full article (top) about Cook’s 1872 tour, in which it noted that the vacation had cost the participants only 210 guineas each, or approximately $575. Of course, inflation had made a similar vacation quite a bit more expensive by 1972. A few pages later, the Times included a small article (bottom) noting that in honor of the 100-year anniversary, the travel agent Thomas Cook was offering 1000 lucky people the chance to buy a similar package deal at 1872 prices. The offer would be given to the first 1000 people to apply. The article noted that applications should be addressed to “Miss Avril Foley.“ The public response to this bargain-basement offer was swift and enthusiastic. Huge lines of people formed outside the Thomas Cook offices, and the travel agent was swamped with calls. Belatedly the Times identified the offer as an April Fool’s joke and apologized for the inconvenience it had caused. The people who had waited in line for hours were, to put it mildly, not amused. The reporter who wrote the article, John Carter, was fired (though he was later reinstated).