Renowned publicist Robert Zarem, the man behind the 'I Love New York' campaign, has died at the age of 84.
Zarem died in his childhood home in Savannah surrounded by close friends and family, according to The Hollywood Reporter.
The Georgia native was highly regarded in New York for being the mastermind behind the careers of A-list celebrities such as Cher, Arnold Schwarzenegger, Sylvester Stallone, Michael Douglas and Michael Jackson.
The press agent, who succumbed to lung cancer, was just five shy of turning 85.
Renowned publicist Robert Zarem has died at the age of 84 in his Savannah childhood home
Zarem left New York City in 2010 after a five decade career as a publicist in the Big Apple. Zarem worked for A-list celebrities such as Cher, Arnold Schwarzenegger, Sylvester Stallone, Michael Douglas and Michael Jackson
The proudest moment in his career, Zaram said, was the 'I Love New York' campaign, which he spent three and a half years working on and he credited for saving the city.
He said he was walking around the streets in an introspective mood and thinking about the city's decline as it was plagued with crime and violence in the 70s.
'I was walking home from Elaine's on a Saturday night in 1975 and realized that you could throw a quarter down Second Avenue and there wasn't a person or car that would stop it,' he said during an interview with The Hollywood Report.
'The city was in great disrepair, tourists weren't coming because the crime scene had been grossly exaggerated, and the city was slipping into the East River. Walking home that night, I decided somebody had to do something. And the slogan was there that night,' he added.
Critic Rex Reed, Sue Mengers and Bobby Zarem attend Danny Kaye Conducts The Philharmonic on September 23, 1981 at Alice Tully Hall at Lincoln Center in New York City
Bobby Zarem and Diane Passage attend Diane Passage Moulin Rouge Birthday Party at Angel Orensanz Center in 2006
Bobby Zarem sighted on July 25, 1983 at Elaine's Restaurant in New York City. The proudest moment in his career, Zaram said, was the 'I Love New York' campaign, which he spent three and a half years working on and