Raffles Hotels & Resorts Unveils ‘The Butler Did It’
‘The Butler Did It’ brings together Waris Ahluwalia and Robert Rabensteiner under the creative direction of Trey Laird and the eye of photographer Dylan Don, distilling the feel of true luxury and attentive service into a single, memorable idea.
Experience, Elevated
Raffles Hotels & Resorts introduces its newest brand moment, ‘The Butler Did It,’ a celebration of the brand’s legendary Butler Service. Conceived and crafted by an accomplished creative team, the campaign is designed to spark imagination and help guests picture what’s possible when every detail is anticipated—before they even think to ask.
Familiar Faces, Singular Style
Guided by Trey Laird and captured through the distinctive lens of Dylan Don, the campaign features designer and actor Waris Ahluwalia and fashion icon Robert Rabensteiner. Alongside model May Siu, they channel the spirit of the Raffles stay—effortless, artful, and welcoming—while celebrated model Tim Easton steps into the role of the Butler, the calm center of the story.
Visual Storytelling Meets Design Craft
Rabensteiner also shaped the look of the campaign, bringing a refined, fashion-forward sensibility to every frame. The scenes unfold at Raffles Singapore, the flagship property that has stood for exceptional Butler Service since 1887. At the heart of the narrative is a simple, resonant idea: Raffles Butlers anticipate the needs of their guests, setting small wonders in motion—so that, time and again, it feels as if “The Butler Did It” before the wish was spoken.
A Global Moment, Shared Widely
Designed to resonate around the world, the campaign rolls out across print, digital video, online display, and social media. Its look is bold and bright, its tone witty and warm. That mix of vibrancy and charm defines the work and carries consistently from page to screen.
Heritage, Brought to Life
Omer Acar, CEO of Raffles Hotels & Resorts, emphasizes the campaign’s intent: “Memorable engagement is at the heart of our Butler Service. Through creativity and artistry, we manifest this distinctive experience that Raffles offers its guests. The Butler becomes the hero, promising surprising moments that enhance guest enjoyment.” The work captures the more poetic side of a stay—the quiet gestures, the personal touches—while underscoring Raffles’ promise of an indulgent yet deeply personal experience.
Looking Ahead
As Raffles broadens its global footprint with openings in cosmopolitan destinations, ‘The Butler Did It’ invites travelers to step into a world of elegance and glamour that the name Raffles has long evoked. With future locations on the horizon, the campaign encourages guests to discover how each stay can surpass expectations, buoyed by a bright, playful spirit that keeps the experience light on its feet.
Trey Laird reflects on the approach: “Raffles is renowned for its rich heritage, yet it embodies a contemporary approach. The essence of this campaign, ‘The Butler Did It,’ plays on the whimsical possibilities of what a stay at Raffles could blossom into, helping guests realize their dreams of exceptional service.” Hospitality and creativity sit side by side here, animating a clear point of view and a confident sense of care.
About Raffles Hotels & Resorts
Founded in Singapore in 1887, Raffles Hotels has long been a place where history unfolds, ideas take root, and legends are made. Each address serves as a living canvas—crafted settings where elegance meets character, and where art and culture are not only displayed but nurtured. The brand supports local communities with initiatives dedicated to the arts and the environment, creating an experience that feels both authentic and warmly familial. Today, Raffles is present in key international cities, sustaining a sense of community and culture while continually refining the guest experience.
Frequently Asked Questions
What does ‘The Butler Did It’ highlight about Raffles?
It shines a light on Raffles’ legendary Butler Service, showing how Butlers anticipate needs and create moments of surprise and delight throughout a guest’s stay.
Who appears in the campaign imagery and film?
The campaign features Waris Ahluwalia, Robert Rabensteiner, and May Siu, with Tim Easton taking the spotlight as the Butler.
How and where is the campaign being released?
It’s a global rollout, appearing across print, digital video, online displays, and social media so guests encounter the story wherever they are.
What values define Raffles Hotels & Resorts?
Raffles stands for luxury with character, marrying rich heritage with modern experiences in remarkable locations, and pairing indulgence with personal, artful care.
How does the campaign reflect the guest experience at Raffles?
By dramatizing thoughtful, anticipatory service, the campaign mirrors the warmth and unexpected pleasures that Raffles Butlers bring to each stay.
