Raffles Hotels & Resorts unveils ‘The Butler Did It’ campaign

As Raffles continues its global expansion, with recent openings in Jaipur, London, Boston, Doha, and Bahrain, a new campaign aims to “invite guests into Raffles’ world of elegance and enchanted glamour”.

Titled “The Butler Did It”, the initiative brings together a cast of creative talent to showcase the brand’s butler service and commitment to creating unexpected and inspiring guest experiences.

The campaign, developed under the creative direction of Trey Laird and photographed by Dylan Don, marks a significant step for Raffles in reinforcing its brand identity and showcasing its unique approach to luxury hospitality on a global stage.

It features an ensemble cast of notable personalities including designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu portray quintessential Raffles guests. Veteran model Tim Easton takes on the role of the Butler.

Set against the backdrop of the flagship Raffles Singapore, known for its butler service since 1887, the campaign exudes a distinctive fashion-forward aesthetic.

The core message of the campaign centres on the Raffles butlers’ ability to anticipate guests’ needs before they even arise, encapsulated in the tagline “The Butler Did It”.

The campaign will be rolled out globally across various media platforms, including print, digital video, digital display, and paid social.

Omer Acar, CEO of Raffles Hotels & Resorts, says: “With a vibrant aesthetic and sense of wit that is inherent to the Raffles brand, this bold campaign celebrates the hallmarks of the Raffles experience, including the ways our Butlers create magic at every turn. Through the lens of fashion and art, this talented team of creatives have captured the unexpected and inspiring interactions our guests enjoy while staying with us.

“While ‘The Butler Did It’ is often the answer to ‘whodunits’ throughout history, our campaign depicts the Butler as the hero of any occasion, no matter now unconventional. We hope our guests will now join us in saying ‘The Butler Did It’ when experiencing a surprising moment of delight with Raffles.”

Trey Laird, known for his innovative campaigns for iconic fashion and lifestyle brands, brought his recognisable sense of intelligence and style to the project. He says:

“Raffles is a heritage brand, but it delivers a modern guest experience that is full of warmth, with a playfulness and sense of whimsy. This was the spirit I wanted to evoke through ‘The Butler Did It,’ allowing guests to imagine how a stay at Raffles might exceed their wildest dreams. I’m grateful to the incredible creative talent that, through a shared passion for exceptional hospitality and culture in all its forms, brought this campaign to life in a way that is unique and distinct to Raffles.”

Olivia Palamountain