Popular actor Gavin MacLeod, who starred for 10 seasons as Captain Merrill Stubing in the popular television series The Love Boat, and for 7 seasons prior to that as the wisecracking news writer Murray Slaughter on The Mary Tyler Show has died at the age of 90. MacLeod acted as Princess Cruises’ global ambassador for 35 years, starting in 1986, making him the longest serving celebrity spokesperson and brand ambassador in history.

MacLeod’s stepdaughter, Stephanie Steele Zalin, said he died early Saturday at his home in Palm Desert, California. She attributed his death to his age, saying he had been well until very recently.

In a statement Princess Cruises said:

It is with sadness felt to the depth of the oceans that we mourn the passing of actor Gavin MacLeod our beloved global ambassador, dearest friend and treasured member of the Princess Cruises family for more than 35 years.

From his 10 seasons staring as Captain Merrill Stubing on the hit TV show “The Love Boat” (1977 to 1986) and for more than three decades following the show’s final season, Gavin enthusiastically shared his passion about the joys and adventures of exploring the world while cruising. He always reminded us that – like the popular TV series, “cruising gives people something to dream about.”