Butlers Beyond Compare: Raffles’ New Brand Campaign

Global Butler Campaign Unveiled

Raffles Hotels & Resorts‘s luxury hospitality business unveiled its latest ad, “The Butler Did It.” The project honours the brand’s storied Butler Service and its part in creating an unexpected guest experience, bringing together extraordinary creative talent.

Designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu are portrayed in the photos creatively directed by Trey Laird and photographed by Dylan Don. Notable model Tim Easton plays the role of the Butler. The ad, which has a distinctly fashion-forward feel and is positioned against the backdrop of Raffles Singapore—the brand’s flagship property, which has been famed for its Butler Service since its inauguration in 1887—was also styled by Rabensteiner. The centrepiece of the statement-making campaign is Raffles butlers’ ability to foresee every requirement of their clients and how, long before they consider asking, “The Butler Did It.” Print, digital video, digital display, and sponsored social media will all be included in the campaign’s global launch.

“With a vivid style and sense of wit intrinsic to the Raffles brand, this bold campaign celebrates the trademarks of the Raffles experience, including how our Butlers create magic at every step. Through the prism of fashion and art, this exceptional creative team has captured our visitors’ unexpected and uplifting interactions while staying with us. While ‘The Butler Did It’ is frequently the solution to ‘whodunits’ throughout history, our ad portrays the Butler as the hero of any occasion, no matter how unusual. We hope our guests will join us in saying ‘The Butler Did It’ whenever they have a surprise moment of delight with Raffles,” stated Omer Acar, Raffles Hotels & Resorts CEO.

The brand is expanding internationally with recent launches in Jaipur, London, Boston, and Bahrain. The new worldwide campaign invites visitors to experience the world of elegance and enchanted beauty at Raffles. Through “The Butler Did It,” the brand highlights one of the most critical aspects of its guest experience. Trey Laird contributes his recognizable intelligence and flair. He is the creative mind behind many of the world’s most renowned fashion and lifestyle businesses.

“Raffles is a history brand, but it offers a modern guest experience that is warm, playful, and whimsical. This was the spirit I hoped to inspire with ‘The Butler Did It,’ allowing guests to imagine how a stay at Raffles could exceed their wildest expectations. “I’m grateful to the incredible creative talent who, through a shared passion for exceptional hospitality and culture in all its forms, brought this campaign to life uniquely and distinctly for Raffles,” said Trey Laird, Founder of TeamLaird.