Raffles Hotels & Resorts has unveiled the second chapter of its global brand campaign, “The Butler Did It,” this time set against the historic backdrop of Raffles London at The OWO.
The cinematic campaign, which debuted this week, once again features the brand’s inimitable Butler, played by model Tim Easton, this time attending to a star-studded guest list that includes Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger and Amalie Gassman.
Under the creative direction of Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner, the campaign blends theatrical storytelling with high-fashion style. The vignettes, shot inside the storied Old War Office building, highlight whimsical moments of Raffles’ hallmark service, including a private afternoon tea in The Drawing Room, a bespoke bedtime story, and even a royal wake-up call courtesy of the King’s Piper.
“At Raffles Hotels & Resorts, our butlers are more than a hallmark of service and hospitality—they epitomize 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,” Omer Acar, CEO of Raffles Hotels & Resorts, said in a statement. “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.”
The first installment of “The Butler Did It,” launched in 2024, was set at Raffles Singapore and featured Waris Ahluwalia and May Siu. The London chapter leans into British sophistication and the OWO’s storied history, which once served as headquarters for some of England’s most notable spies. Let’s just say this is the kind of establishment where the debonaire martini “shaken, not stirred” crowd would hang out.
“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,” said Trey Laird, founder of Team Laird. “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.”
Alongside the campaign, the brand is introducing “The Butler Did It Experiences,” bespoke packages curated by Raffles Butlers to showcase cultural richness at each destination. This aligns with Raffles’ ongoing expansion strategy, with new properties recently opened in Jaipur and Sentosa and upcoming debuts in Jeddah, Lake Como, Los Cabos, Shanghai, and Tokyo.
In a recent interview with Luxury Travel Advisor, Acar emphasized that storytelling campaigns like “The Butler Did It” reflect his broader vision for Raffles: honoring heritage while keeping the brand relevant to new generations of luxury travelers.
“The essence of Raffles lies in our butlers, who deliver experiences that go beyond service to create connection,” he told LTA. “As we grow into iconic destinations around the world, it’s about bringing that same sense of intimacy and glamour everywhere the brand goes.”
For advisors, the new campaign not only reinforces Raffles’ signature service but also provides fresh talking points for clients intrigued by the combination of historic settings, luxury hospitality and fashion-forward marketing.
With London’s OWO now firmly on the map, the Butler is back and ready to make each Raffles stay feel like a story worth telling.
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