Raffles Hotels & Resorts has revealed its latest global brand campaign, titled "The Butler Did It," showcasing the luxury brand's iconic Butler Service. Directed by creative powerhouse Trey Laird and photographed by Dylan Don, the campaign stars notable figures like designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu, portraying quintessential Raffles guests. Renowned model Tim Easton steps into the role of the Butler.

Set against the backdrop of Raffles Singapore, the flagship property famous for its butler service since its founding in 1887, the campaign emphasizes how Raffles butlers anticipate guests’ every need—even before they ask. Featuring a vibrant aesthetic and a sense of wit, the campaign underlines the exceptional and surprising moments that guests experience during their stay.

Omer Acar, CEO of Raffles Hotels & Resorts, commented on the new initiative, saying, "This bold campaign celebrates the hallmarks of the Raffles experience. Our Butlers create magic at every turn. 'The Butler Did It' showcases them as the hero of every occasion, offering guests moments of delight that only Raffles can provide.”

A Creative Collaboration Rooted in Fashion and Hospitality

The creative vision behind "The Butler Did It" brings together some of the most influential names in fashion and lifestyle branding. Trey Laird, known for his innovative campaigns for leading global brands, lent his signature intelligence and style to the project. Fashion icon Robert Rabensteiner also served as the campaign's stylist, adding a fashion-forward edge to the initiative.

In Laird’s words, “Raffles is a heritage brand that delivers a modern guest experience full of warmth, playfulness, and whimsy. ‘The Butler Did It’ encapsulates this spirit, allowing guests to imagine a stay that exceeds their wildest dreams.”

The campaign, set to launch globally, will be rolled out across print, digital video, display, and social media platforms.

Raffles Expands Globally with New Openings

As Raffles continues its global expansion, with recent openings in Jaipur, London, Boston, and Bahrain, the "The Butler Did It" campaign reinforces the brand’s commitment to providing its signature blend of elegance and enchanted glamour. Whether guests are checking into Raffles Singapore, Paris, or the new locations, they can expect the same world-renowned service that has defined Raffles for over a century.

About Raffles Hotels & Resorts

Founded in Singapore in 1887, Raffles Hotels & Resorts has become synonymous with luxury, elegance, and a world-class guest experience. The brand's Butler Service has set a global standard, providing guests with unparalleled personalized attention. Raffles properties can be found in key locations such as Paris, London, Istanbul, and the Maldives, with upcoming openings in Sentosa, Singapore, and Jaipur, India.

Raffles is part of Accor, a global leader in hospitality with over 5,700 properties worldwide. Through Accor’s loyalty program, ALL – Accor Live Limitless, guests can access a wide array of exclusive services and rewards.

To experience "The Butler Did It," visit: raffles.com/the-butler-did-it.