This case study was the product of my MEJO 531: Case Studies of Public Relations course. As a capstone of the course, I selected a case to critically examine through a public relations lens. This case study involved background research and synopsis, analyzing the PR strategies used, identifying key messages, and comparing these tactics to other cases we examined throughout the semester.

I focused on the Costa Rican Tourism Board’s (ICT) “Only the Essentials” campaigns and how their use of relationships, market research, optics, and messaging have generated a positive response and exceeded organizational goals for the tourism season.