Raffles Hotels & Resorts launches the second chapter of its innovative campaign, ‘The Butler Did It,’ blending cinematic storytelling, personalised guest experiences, and heritage to redefine modern luxury for the global elite.
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
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative introduces the second chapter of Raffles Hotels & Resorts’ ‘The Butler Did It’ campaign, launched on September 17, 2025. The earliest known publication date for similar content is September 10, 2024, marking the initial launch of the campaign. The report appears to be original, with no evidence of recycled content. The campaign’s press release nature typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were identified. The narrative includes updated data, justifying a higher freshness score. No similar content was found published more than 7 days earlier. No recycled material was identified. The report includes updated data, justifying a higher freshness score.
Quotes check
Score:
9
Notes:
The narrative includes direct quotes from Claudia Kozma Kaplan, Raffles’ chief brand officer, and Omer Acar, CEO of Raffles Hotels & Resorts. The earliest known usage of these quotes is in the press release dated September 17, 2025. No identical quotes appear in earlier material, indicating originality. No variations in quote wording were found. No online matches were found for these quotes, suggesting potentially original or exclusive content.
Source reliability
Score:
10
Notes:
The narrative originates from a reputable organisation, Raffles Hotels & Resorts, a luxury hospitality brand with a longstanding history since 1887. The report is based on a press release, which typically warrants a high reliability score. All individuals and entities mentioned, including Claudia Kozma Kaplan and Omer Acar, are verifiable online, with established public presences and legitimate websites.
Plausability check
Score:
9
Notes:
The narrative’s claims about the second chapter of the ‘The Butler Did It’ campaign are consistent with recent online information. The campaign’s focus on modernising luxury through storytelling aligns with Raffles’ brand strategy. The report is covered by reputable outlets, including PR Newswire and Globetrender. The narrative includes specific factual anchors, such as dates, names, and locations. The language and tone are consistent with the region and topic, with no inconsistencies noted. The structure is focused and relevant, with no excessive or off-topic detail. The tone is professional and typical of corporate communications.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents original content with updated information on Raffles Hotels & Resorts’ ‘The Butler Did It’ campaign. The quotes are original and exclusive, and the source is highly reliable. The claims are plausible and consistent with recent information, with no significant credibility risks identified.
