Raffles Hotels brings its iconic butler campaign to London with a starry cast
Raffles Hotels brings its high-fashion hospitality series to The OWO, spotlighting British elegance and iconic service
After debuting its cinematic campaign “The Butler Did It” in Singapore last year, Raffles Hotels & Resorts is doubling down on its storytelling formula. This time, it’s taking the signature butler into the opulent world of Raffles London at The OWO.
Shot inside the storied Old War Office, once the domain of Winston Churchill and British intelligence, the campaign continues to blur the line between service and spectacle. With actor Henry Golding and a supporting cast of socialites and models in tow, Raffles leans into a high-gloss, high-fashion portrayal of luxury hospitality.
This article explores how Raffles is evolving its brand story, what makes this campaign tick, and what it signals for marketers and luxury brands navigating today’s experience economy.
Short on time?
Here’s a table of contents for quick access:
- What’s new in the London chapter of “The Butler Did It”
- Why Raffles is betting on stylized storytelling
- What marketers should take away from this luxury campaign
Patrecia Meliana
What's new in the London chapter of "The Butler Did It"
The latest iteration of Raffles’ global campaign once again stars Tim Easton as the unflappable butler, a character that merges old-world grace with near-magical intuition. This time, he’s attending to a fresh guest list: Henry Golding, Oli Green, Jacquetta Wheeler, Stephanie Grainger, and Amalie Gassman.
The campaign, under the creative direction of Trey Laird and lensed by Dylan Don, uses fashion editorial aesthetics to depict surreal, detail-rich moments of guest service. Scenes include private tea rituals in The Drawing Room, bespoke bedtime stories, and a royal wake-up courtesy of the King’s Piper.
The underlying message is clear. Raffles' butlers are not just service staff. They are the quiet orchestrators of unforgettable moments.
Why Raffles is betting on stylized storytelling
Luxury brands often walk a fine line between heritage and reinvention. With “The Butler Did It,” Raffles has found a narrative device that ties both ends together. The butler character isn’t just a nod to the brand’s 1887 roots. It’s a vehicle to modernize that heritage with irony, wit, and visual impact.
The London chapter takes full advantage of its cinematic setting. The OWO, with its historical links to espionage and royalty, adds a layer of British sophistication and intrigue to the campaign. As Laird put it, the goal was to blend elegance with a hint of mystery. This allows the campaign to feel both polished and playful.
Strategically, it also marks a savvy pivot. While traditional luxury campaigns often focus on destination and design, Raffles is centering its brand promise: emotionally intuitive service that anticipates needs before they’re spoken.
What marketers should take away from this luxury campaign
Raffles’ latest campaign is more than just a glossy showcase of celebrities and couture. It is a blueprint for how legacy brands can refresh their positioning without losing their DNA. For marketers, the execution offers several lessons worth noting.
1. Human service is still the ultimate differentiator
In a hospitality sector overrun with automation and digital touchpoints, Raffles’ investment in its butler narrative is a reminder that human-centric service still commands attention. The campaign highlights personalization as performance, something that is difficult to replicate at scale.
2. Visual storytelling pays off if it’s on-brand
Rather than dilute its identity, Raffles is deepening it through a consistent visual language that started in Singapore and now continues in London. The fashion-forward execution isn’t just eye candy. It reinforces a luxury narrative that is culturally agile.
Patrecia Meliana
3. Campaigns can be destinations in themselves
Alongside the visual campaign, Raffles has introduced "The Butler Did It Experiences," bespoke guest packages curated by Raffles butlers themselves. It’s a clever bridge between branding and bookings, turning campaign curiosity into guest conversion.
4. Global rollout, local flavor
While the campaign is global, each chapter is hyper-specific to place. From Singapore’s colonial grandeur to London’s royal and spy-laced history, the butler becomes a cultural translator. Marketers looking to scale campaigns internationally can take note. Consistent characters plus local storytelling equals high resonance.
Raffles isn’t just marketing a hotel. It’s marketing a feeling. With “The Butler Did It,” the brand manages to turn service into story, tradition into trend, and hospitality into high art. It’s an elegant case study in how legacy brands can remain culturally relevant while staying unmistakably themselves.
