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Raffles Hotels & Resorts launches its second chapter of the ‘The Butler did it’ campaign, blending cinematic storytelling and bespoke guest experiences to reshape luxury hospitality for contemporary travellers worldwide.
Raffles Hotels & Resorts is redefining its image of luxury hospitality through an innovative blend of storytelling and bespoke guest experiences, anchored by its legendary Butler Service. The second chapter of its global campaign, “The Butler did it,” launches this evolution, underscoring a sophisticated yet warm vision of luxury that honours its rich history while embracing contemporary travellers’ desires.
At the heart of this strategic rebrand is storytelling, which Claudia Kozma Kaplan, Raffles’ chief brand officer, identifies as central to crafting more than just marketing campaigns but immersive narratives. This approach invites guests to step into a world suffused with theatre, inspiration, and discovery. The campaign’s cinematic flair is showcased in the latest chapter set against the grandeur of Raffles London at The OWO, a historic building once used as the Old War Office, which lends an intriguing atmosphere in line with the brand’s blend of elegance and subtle mystery. British actor Henry Golding stars alongside Tim Easton, who reprises his role as the iconic Raffles butler, accompanied by a cast of high-profile models. These vignettes capture the butler attending to exquisitely personalised moments such as private afternoon teas, bespoke bedtime stories, and even royal wake-up calls featuring the King’s Piper, reflecting the brand’s commitment to hyper-personalised hospitality. The first chapter, rooted in the flagship Singapore property, introduced viewers to the brand’s tradition of anticipatory butler service, blending wit, elegance, and cultural nuance to resonate globally.
This campaign extends far beyond visual storytelling. Through “The Butler did it experiences,” Raffles has transformed the traditional role of the butler into that of a cultural connector and trusted guide. These bespoke itineraries, curated by the butlers themselves, immerse guests in unique local stories and cultural journeys—from sharing afternoon tea with Cambodian royalty to exploring London’s hidden historical gems. This evolution aligns with Raffles’ wider strategy to meet the expectations of today’s luxury traveller, who values not only impeccable service but authentic, experience-rich travel that forges personal narratives.
Raffles’ carefully chosen collaborators have been instrumental in balancing the hotel’s heritage with a fresh, modern aesthetic. Under the creative direction of Trey Laird and with photography by Dylan Don and styling by Robert Rabensteiner, the brand’s campaigns respect the DNA of Raffles while introducing surprising and delightful new perspectives. As the company expands globally, opening new properties in culturally diverse locations such as Jaipur, Sentosa, Jeddah, Lake Como, Los Cabos, Shanghai, and Tokyo, this consistency in service and storytelling remains central, ensuring every hotel reflects its locale while maintaining the core promise of legendary, personalised service.
CEO Omer Acar highlights that the campaign celebrates the magic Raffles butlers bring at every touchpoint, conveying a vibrant wit intrinsic to the Raffles brand. The marketing strategy goes beyond room occupancy metrics, prioritising earned media value, guest sentiment, social engagement, and brand advocacy to gauge the campaign’s resonance. Claudia Kozma Kaplan notes that the ultimate success lies in guests returning to relive and retell their personal Raffles experiences.
Looking forward, Raffles anticipates that luxury hospitality marketing will increasingly embrace deep, participatory storytelling that is cinematic, immersive, and interactive. Digital innovation and cultural partnerships are set to play a growing role in crafting narratives that simultaneously feel global and intimately personal. Through “The Butler did it,” Raffles demonstrates that modern luxury is no longer solely about opulence but about the power of narrative and experience to transform every stay into a cherished personal 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 in September 2025. The earliest known publication date of similar content is September 10, 2024, when the first chapter was unveiled. The campaign has been republished across various reputable outlets, including PR Newswire and HospitalityNet. The narrative is based on a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were found. The content is current and original. No similar content appeared more than 7 days earlier. The article includes updated data and recycles older material, which may justify a higher freshness score but should still be flagged.
Quotes check
Score:
9
Notes:
The narrative includes direct quotes from CEO Omer Acar and creative director Trey Laird. The earliest known usage of these quotes is in the press release dated September 17, 2025. No identical quotes appear in earlier material, indicating original content. The wording of the quotes matches the press release, with no variations found.
Source reliability
Score:
10
Notes:
The narrative originates from a reputable organisation, PR Newswire, which is known for distributing press releases from credible sources. The press release is attributed to Raffles Hotels & Resorts, a well-established luxury hospitality brand. The individuals mentioned, CEO Omer Acar and creative director Trey Laird, are verifiable online and have legitimate public profiles.
Plausability check
Score:
10
Notes:
The narrative makes claims about the launch of the second chapter of Raffles Hotels & Resorts’ ‘The Butler Did It’ campaign, featuring British actor Henry Golding and set against the backdrop of Raffles London at The OWO. These claims are corroborated by multiple reputable sources, including PR Newswire and Globetrender. The narrative includes specific factual anchors, such as names, institutions, and dates, enhancing its credibility. The language and tone are consistent with the region and topic, and the structure is focused on the campaign details without excessive or off-topic information. The tone is professional and aligns with typical corporate communication.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is current, original, and sourced from reputable organisations. The claims made are plausible and supported by multiple credible sources. No significant issues were identified in the freshness, quotes, source reliability, or plausibility checks.
