Raffles Hotels & Resorts is rejuvenating its iconic legacy by weaving storytelling and bespoke experiences into its service ethos, as it launches the second chapter of its global campaign, “The Butler Did It.” This initiative aims to modernise the perception of luxury while honouring the brand’s heritage, fostering a sophisticated yet accessible image that resonates with contemporary luxury travellers.

Claudia Kozma Kaplan, Raffles’ chief brand officer, explained that the campaign revolves around creating a bold narrative identity—one that is instantly recognisable and uniquely Raffles. Storytelling forms the cornerstone of their marketing strategy, enabling the brand to craft immersive narratives that invite guests to enter a world rich with theatre, inspiration, and discovery. The campaign’s second chapter is set against the historic grandeur of Raffles London at The OWO, blending cinematic flair with the hotel’s signature butler service. British actor Henry Golding leads a star-studded cast, including models Jacquetta Wheeler and Amalie Gassman, alongside Tim Easton reprising his role as the discerning butler. The creative direction by Trey Laird, photography by Dylan Don, and styling from Robert Rabensteiner collectively elevate the campaign’s distinctive blend of heritage and contemporary luxury.

The narrative style of “The Butler Did It” extends beyond cinematic storytelling into bespoke guest experiences crafted by the butlers themselves. These curated itineraries transform guests from passive spectators into active participants in culturally immersive journeys. Examples include afternoon tea with royalty in Cambodia and private, historical explorations of London’s hidden gems. These experiences reflect the evolution of the butler role, which has expanded from impeccable service to becoming cultural connectors and trusted guides. The butler’s role now encompasses opening doors to exclusive moments and stories that elevate the guest’s stay into a deeply personal and unique experience.

Kozma Kaplan likens each campaign activation to a staged play, where wit adds sparkle, elegance grounds the narrative in sophistication, and intrigue compels engagement. This balance, combined with sensitivity to cultural nuances, ensures the campaigns resonate across diverse, cosmopolitan markets such as London and vibrant Asia Pacific cities. The brand’s careful selection of creative collaborators ensures that the interplay between heritage and modernity is captured with authenticity and a fresh perspective.

Since its inception in 1887, Raffles has rooted itself in legendary service, but the brand consciously evolves its guest experiences, from design to programming and culinary offerings, to meet the expectations of today’s luxury travellers. As the brand expands globally—from Jaipur and Sentosa to future openings in Jeddah, Lake Como, Los Cabos, Shanghai, and Tokyo—it maintains a consistent thread of anticipatory, personalised service while allowing each property to express its local culture.

This campaign is not merely about luxury as opulence but about crafting personal narratives that guests carry with them. Beyond occupancy figures, Raffles measures success through earned media value, social engagement, guest sentiment, and robust brand advocacy. Kozma Kaplan emphasises that the truest indicator of impact is when guests return and share their Raffles stories as personal experiences.

Looking forward, Raffles anticipates that luxury hospitality marketing will increasingly centre on deep, participatory storytelling—cinematic, immersive, and interactive—leveraging digital innovation and cultural partnerships. “The Butler Did It” exemplifies this shift, positioning true luxury as an experience defined by narrative and transformation, turning every stay into an unforgettable story.

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Source: Noah Wire Services