Bobby Zarem, legendary publicist who helped create the “I Love New York” campaign, has died at 84

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Bobby zarem the legendary publicist who also called himself “BZ” has passed away. He was 84 years old.

Zarem passed away surrounded by family and friends in his hometown of Savannah, Georgia on Sunday, his longtime friend and aide Bill Augustine confirmed in a statement obtained by PEOPLE.

The publicist helped launch the “I Love New York” travel campaign and orchestrated the careers of many Hollywood legends, including Alan Alda, Michael Caine, Dear, Michael douglas, Dustin Hoffmann, Jack nicholson, Diana ross, Arnold schwarzenegger, and Sylvester stallone, to only cite a few.

Talk with Hollywood journalistAugustine told the media outlet that Zarem died of complications from lung cancer. His death comes just four days before his 85th birthday.

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Zarem is now survived by several members of his family, including his sister-in-law, Elizabeth McCaughey Zarem, and six nieces and nephews: Harold Zarem, Allison Zarem, Melissa Zarem, Kathryn Zarem, Michael Zarem and Robert Zarem.

He is also survived by seven great-nieces and nephews, as well as the many friends he has made over the years in New York and around the world.

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Zarem was born in Savannah on September 30, 1936, to parents Harry and Rose Zarem. His death comes after those of his two brothers: Jack Zarem, a menswear retailer, and Harvey Zarem, a plastic and reconstructive surgeon.

After his childhood, the famous publicist followed his two brothers to Phillips Academy Andover in Andover, Massachusetts, and then graduated from Yale University in the class of 1958.

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A week after graduating, Zarem moved to New York City, where he held a variety of jobs, some alongside Joseph E. Levine and public relations agency Rogers & Cowan, per THR. There he worked with The Jackson 5, Ann-Margret, Dustin Hoffman, and more.

The story continues

Years later, in 1974, Zarem started Zarem Inc., the store added. Creation of events like the premiere of the black tie for Tommy in a metro station. He also helped launch the Hard Rock Cafe’s ascent to global recognition, featured Mia farrow To Woody allen, and then designed the iconic “I Love New York” campaign.

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According to Augustine’s statement, Zarem also played a role in helping to make films such as Saturday night fever, Scarface, Rambo, and Pee-wee’s great adventure in good faith hits.

He also turned his skills to books, helping transform Midnight in the garden of good and evil into an international bestseller, noted Augustine.

Instead of flowers, Zarem’s family asks family, friends and supporters to make a donation the Motion Picture & Television Fund, which provides health care and other services to retired members who have served in the entertainment industry.

His family also thanks the hospice workers at Savannah’s Handle with Loving Care for being there for them and Zarem in his last moments.

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