Raffles ‘celebrates heritage’ with return of global ‘Butler Did It’ campaign

Raffles Hotels & Resorts has unveiled the second instalment of its global ‘The Butler Did It’ campaign, this time set at Raffles London at The OWO.

The campaign, which debuted last year against the backdrop of Raffles Singapore, is centred around one of the hotel group’s butlers, offering “a fresh perspective on a tradition that has defined the brand since 1887”.

Model Tim Easton has returned as the butler, with actors such as Henry Golding and Oli Green featuring as hotel guests.

Each instalment in the series of photographs aims to deliver “a playful yet elegant expression of Raffles’ signature service offering”.

By bringing the story to London, one of the brand’s most notable recent debuts, Raffles aims to “channel quintessentially British sophistication, while celebrating the many ways in which a stay with Raffles is intimate, enchanting and effortlessly glamourous”.

Alongside the campaign, which has launched globally across print and digital channels, the group has introduced a collection of bespoke packages called ‘The Butler Did It Experiences’ to showcase the “cultural richness” of each Raffles destination.

Omer Acar, the brand’s chief executive, said: “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.”