- Saatchi & Saatchi has been appointed by South African-based shipping firm RMS Titanic to handle the £3m account for the company's planned 'rebuild and relaunch' of a new ship named Titanic.
Having secured exclusive rights to the original vessel from its builders, Harland & Wolff, RMS Titanic will spend over £270 million creating a faithful replica of the ship in Durban, South Africa.
While it will be built to the Titanic's original lavish specifications, the new ship will have major modifications including hi-tech engines, navigation and safety equipment, along with air conditioning, satellite television and global communication facilities.
The completed vessel will set sail from Southampton, England, on December 29 1999 for a Millennium cruise to New York, following the original ship, which went down with the loss of 1,523 lives.
At 11pm on December 31 1999 the Titanic will pause at the spot where its predecessor tragically came to rest for a short commemorative service.
According to Hamish Pringle vice chairman and marketing director at Saatchi & Saatchi: "The new Titanic looks set to become an icon for the Millennium, reflecting all our hopes and aspirations. We are thrilled to have been asked to participate in such an ambitious and dramatic project.