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Raffles Hotels and Resorts Welcomes Back Its Iconic Butler
Raffles Hotels and Resorts has just introduced the second chapter of its celebrated “The Butler Did It” campaign—a clever continuation of the story first told in Singapore, now set against the grand backdrop of London. The Butler, once again played by Tim Easton, attends to a glittering new cast of hotel guests including Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger and Amalie Gassman, as they check in at Raffles London at The OWO.
Under the continued creative direction of Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner, the campaign portrays Raffles' sense of theatre with edge. Through striking imagery and cinematic video, the narrative unfolds within the historic Old War Office. Captivating moments are brought to life by the Butler, from private afternoon tea in The Drawing Room to a bespoke bedtime story and a royal wake-up call courtesy of the Kings Piper. Each vignette showcases Raffles’ signature services. The campaign will launch globally across print, digital video, digital display and social.
"At Raffles Hotels & Resorts, our butlers are more than a hallmark of service and hospitality—they epitomise our brand’s spirit, representing over a century of quiet artistry, graceful anticipation, and moments of emotionally intuitive care that are as individual as our guests. In bringing ‘The Butler Did It’ to London, our inspirational creative team has once again reimagined this tradition through a lens that is witty, whimsical, and unmistakably Raffles,” said Omer Acar, CEO, Raffles Hotels and Resorts.
The first chapter of ‘The Butler Did It’, unveiled last year, brought the luxury brand’s sbutler service to life in Raffles Singapore and featured Waris Ahluwalia, Robert Rabensteiner and May Siu. In this new set, the campaign channels quintessentially British sophistication while celebrating the many ways in which a stay with Raffles is intimate and glamorous.
“Our vision for ‘The Butler Did It’ has always been to bring Raffles’ unique spirit to life—blending elegance with a hint of intrigue and showing a guest experience that is as stylish and witty as it is warm. Raffles London at The OWO, with its grand history and vibrant setting, offered an extraordinary stage for the campaign’s next chapter, giving the Butler new opportunities to create moments that are as unexpected as they are unforgettable,” said Trey Laird, founder of Team Laird.
In recognition of the campaign, Raffles has also unveiled ‘The Butler Did It Experiences,’ bespoke packages curated by Raffles Butlers to offer exclusive access and showcase the cultural richness of Raffles destinations in a one-of-a-kind way. As Raffles continues its global expansion—with recent openings in Jaipur and Sentosa, and future destinations including Jeddah, Lake Como, Los Cabos, Shanghai and Tokyo—'The Butler Did It’ offers travellers a fresh perspective on a tradition that has defined the brand since 1887. Wherever the journey goes next- one thing is certain: at Raffles: The Butler Did It.
