Raffles brings butler service to London
Raffles Hotels & Resorts has unveiled the second chapter of its global campaign, “The Butler Did It,” now set in London. Following its debut in Singapore last year, the campaign highlights the brand’s signature butler service with a cinematic narrative staged at Raffles London at The OWO.
This installment brings back model Tim Easton as the Butler, who attends to a new cast of distinguished guests including Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger, and Amalie Gassman. Each vignette captures playful yet elegant moments of Raffles service, from private tea in The Drawing Room to a royal wake-up call by the King’s Piper.
The campaign, led by creative director Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner, blends theatrical storytelling with fashion-forward visuals. Set within the historic Old War Office, the narrative adds an element of intrigue, echoing the site’s storied past as a hub for British intelligence.
Omer Acar, CEO of Raffles Hotels & Resorts, described the campaign as a reflection of more than a century of service, blending artistry with emotionally intuitive care. “In bringing ‘The Butler Did It’ to London, our creative team reimagined this tradition through a witty, whimsical, and unmistakably Raffles lens,” he said.
The Butler also inspires “The Butler Did It Experiences,” bespoke packages curated by Raffles Butlers across destinations. These experiences promise guests access to cultural treasures and personalized moments, designed to showcase Raffles’ deep heritage and modern vision.
As Raffles continues to expand globally with new properties in Jaipur, Sentosa, and upcoming openings in Jeddah, Lake Como, Los Cabos, Shanghai, and Tokyo, the campaign underscores a tradition that began in 1887. For guests worldwide, the message is clear: at Raffles, The Butler Did It.
