Baltimore is called "Charm City" because of a marketing campaign launched in 1974 to improve the city's image during a time of economic decline and negative publicity. The nickname was created under Mayor William Donald Schaefer as part of an advertising effort to highlight Baltimore's hidden treasures, historic charm, and appealing qualities to attract tourism and instill civic pride. The campaign even included an idea for charm bracelets for tourists, emphasizing the city's "charms" like historic landmarks, crab cuisine, and unique neighborhoods. Over the years, "Charm City" has become integral to Baltimore's identity, symbolizing its resilience, cultural vibrancy, and welcoming atmosphere despite challenges.