Case Study: Cyrus Says x Singapore Tourism – A Playful Journey Through the Unexpected

In early 2024, the Singapore Tourism Board (STB) partnered with IVM Podcasts to launch a unique 8-episode video series titled Cyrus Says in Singapore. Hosted by the ever-curious and irreverent Cyrus Broacha, the series was designed to showcase Singapore's lesser-known cultural and experiential gems through a lens of humor, curiosity, and storytelling.

Each episode featured Cyrus exploring a different facet of Singapore’s vibrant landscape: from “forest bathing” at Jewel Changi Airport’s Shiseido Forest Valley to concocting herbal cocktails at Synthesis Bar, and from crafting artisanal chocolates at Mr. Bucket Chocolaterie to delving into Peranakan heritage with Alvin Yapp at The Intan Museum. The series also spotlighted local entrepreneurs like Jamie Koh of Brass Lion Distillery, offering viewers an authentic taste of Singapore’s creative spirit.

The collaboration was a natural fit. STB’s “Made in Singapore” campaign aimed to highlight the city’s blend of tradition and innovation, while Cyrus Says brought a distinctive voice that could make cultural exploration feel both accessible and entertaining. The series avoided typical travelogue tropes, instead opting for immersive, personality-driven storytelling that resonated with a younger, digitally native audience.

Performance-wise, the series garnered strong engagement across YouTube and podcast platforms, with episodes like “Heady Concoctions in Singapore” and “Time Travel in Singapore” drawing praise for their originality and humor. The campaign successfully positioned Singapore as a destination rich in stories, not just sights—proving that when you pair the right voice with the right destination, the results can be both meaningful and memorable.