Raffles Hotels & Resorts has introduced its latest advertising campaign, “The Butler Did It,” which celebrates the brand’s iconic butler service.
Directed by Trey Laird and captured by photographer Dylan Don, the campaign stars designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu as Raffles guests, with renowned model Tim Easton portraying the quintessential Raffles butler.
Set against the iconic Raffles Singapore, known for its butler service since 1887, the campaign highlights the blend of heritage and modern elegance that defines the Raffles experience.
READ MORE: Hilton Debuts in Laos with the Opening of DoubleTree by Hilton Vientiane
Rabensteiner’s stylish presence brings a contemporary edge to the visuals, showcasing how Raffles butlers deliver personalized, enchanting moments to each guest. The tagline, “The Butler Did It,” cleverly acknowledges the butler’s role as the orchestrator of every memorable stay, anticipating guests’ needs before they’re even expressed.
The campaign playfully positions the butler as the hero behind every magical moment, inviting guests to discover a world of sophistication and surprise.
Raffles CEO Omer Acar explained, “Our campaign reflects the essence of Raffles: bold, vibrant, and full of inspiring, unexpected interactions created by our butlers. The butler has always been central to the Raffles experience, and we hope this campaign will encourage guests to recognize those special moments with the phrase, ‘The Butler Did It.’”
As Raffles continues its global expansion, with new hotels opening in destinations like Jaipur, London, and Boston, this campaign underscores the timeless appeal of its butler service, a defining element of the brand.
Trey Laird, who led the creative direction, aimed to capture both the heritage and playful spirit of Raffles. “Raffles is not only part of history; it’s a modern, whimsical experience,” Laird said, praising the creative teams that brought the campaign to life, staying true to the brand’s unique and luxurious style.
READ MORE: Hilton Launches Spark by Hilton in Canada, Expands Premium Economy Brand
