Who did it? Why, the Raffles Butler, of course.
Raffles Hotels & Resorts has once again proven that luxury and charm are timeless with the launch of the second chapter of its celebrated The Butler Did It campaign. This time, the ever-dapper Raffles Butler trades the tropical allure of Singapore for the storied grandeur of London’s Old War Office, now transformed into the magnificent Raffles London at The OWO. With a star-studded cast and a touch of British intrigue, this new chapter reimagines Raffles’ legendary butler service with a modern, playful twist.
At the centre of the story is none other than the inimitable Butler, played with impeccable wit and charm by model Tim Easton. He’s joined by a glamorous cast of guests, including Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger, and Amalie Gassman, all checking in for a stay at the hotel. From royal wake-up calls delivered by the King’s Piper to private afternoon teas in The Drawing Room and bespoke bedtime stories, the Butler orchestrates every detail with the same elegance that has defined Raffles since 1887.
Under the creative direction of Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner, the campaign masterfully presents sophistication with a cinematic edge. Each vignette—whether it’s a playful nod to British tradition or an intimate moment of indulgence—captures the magic of Raffles in a way that feels both timeless and delightfully fresh.
The decision to set this new chapter in Raffles London at The OWO is a masterstroke. Once the home of England’s Old War Office, the property is steeped in history, with its halls famously walked by spies and wartime luminaries. This rich legacy of intrigue and sophistication provides the perfect backdrop for a campaign that celebrates the elegance, mystery, and whimsy that define the Raffles experience.
Omer Acar, CEO of Raffles Hotels & Resorts, reflects on the vision behind the campaign: “The campaign blends elegance, glamour, and just a hint of intrigue—qualities that have defined Raffles since 1887. At the same time, it speaks to today’s luxury travelers, who want experiences that feel personal, stylish, and a little unexpected. By showing the Butler creating moments of magic—sometimes witty, sometimes whimsical—we highlight service that is emotional rather than transactional. It’s about honoring our history while showing how Raffles continues to surprise and delight in fresh, contemporary ways.”
He continues, “Given that we were shooting at Raffles London at The OWO, we wanted a British cast that could bring real panache to each vignette,” Acar adds. “Henry Golding felt like a natural choice as our campaign star, with his inherent elegance, and of course, we were delighted to welcome Tim Easton back as the Butler, a role he plays with the perfect dose of wry charm.”
But the campaign isn’t just a visual feast—it’s a celebration of the essence of Raffles. Alongside the campaign, Raffles has introduced The Butler Did It Experiences, bespoke packages that highlight the unique cultural richness of each destination. As Raffles continues its thoughtful expansion into destinations like Los Cabos, Tokyo, Shanghai, and Jeddah, these experiences reflect the brand’s commitment to service that is as personal as it is exceptional.
For those unfamiliar with the magic of a Raffles Butler, Acar has one simple advice: “My biggest tip is simple: don’t be afraid to use your Butler. Many guests can feel a little intimidated at first, but once they experience Butler service, they rarely want to travel without it. Beyond making sure your morning coffee is just right, our Butlers are like private hosts, offering insider tips on where to dine, shop, and discover the cultural gems of a destination. The more you share your preferences, the more your Butler can personalise your stay, often in delightful and unexpected ways, which is the magic of Raffles.”
With The Butler Did It, Raffles has delivered a campaign that feels as enchanting as the properties it represents. It’s a celebration of the brand’s storied past, a nod to its present-day innovation, and a promise that wherever Raffles opens its doors next, the Raffles Butler will always be ready to make your stay extraordinary.
Editor
Kaitlyn LaiCredit
Photo courtesy of Raffles Hotels & Resorts
