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PSI President and CEO Karl Hofmann recalls: “In just over 10 years, the YouthAIDS platform grew into a brand that drove attention and resources for HIV prevention and education. PSI, at that time, was a highly successful implementing organization but traveled below the radar with little brand awareness except among a small set of development insiders. By creatively marketing the HIV implementation arm of our organization in a more attractive and media friendly way, Roberts was able to give YouthAIDS real substance and to raise diversified funds. The combination of the two, PSI+YouthAIDS, expanded horizons for both. | UNEP MARKETING SUSTAINABLE TOURISM PRODUCTS REGIONE TOSCANA MARKETING SUSTAINABLE TOURISM PRODUCTS Copyright United Nations Environment Programme and Regione Toscana 2005 This publication may be reproduced in whole or in part and in any form for educational or non-profit purposes without special permission from the copyright holder provided acknowledgement of the source is made. UNEP would appreciate receiving a copy of any publication that uses this publication as a source. No use of this publication may be made for resale or for any other commercial purpose whatsoever without prior permission in writing from the United Nations Environment Programme. United Nations Environment Programme PO Box 30552 Nairobi Kenya Tel 254 20 621234 Fax 254 20 624489 90 E-mail cpiinfo@unep.org Web http www.unep.org Disclaimer The designations employed and the presentation of the material in this publication do not imply the expression of any opinion whatsoever on the part of the United Nations Environment Programme concerning the legal status of any country territory city or area or of its authorities or concerning delimitation of its frontiers or boundaries. Moreover the views expressed do not necessarily represent the decision or the stated policy of the United Nations Environment Programme nor does citing of trade names or commercial processes constitute endorsement. Authors Xavier Font and Benjamin Carey - Leeds Tourism Group Leeds Metropolitan University Civic Quarter Leeds LS1 3HE United Kingdom Tel 00 44 113 283 2600 - Fax 00 44 113 2833 111 E-mail xavier@leedstourismgroup.com and benjamin@leedstourismgroup.com Web http www.leedstourismgroup.com Printed in Italy by the Region of Tuscany.
