Raffles Hotels & Resorts has unveiled its latest global campaign, titled The Butler Did It, which offers a playful yet regal twist on the classic ‘whodunnit’ narrative.
The luxury hotel brand under the Accor group said the project is a product of globally renowned creative talent which aims to celebrate the brand’s Butler Service and its role in crafting an inspiring and unexpected guest experience.
The campaign’s narrative is themed around the ability of Raffles butlers to anticipate guests’ every need, and how before they even think to ask … The Butler Did It.
Want your team to lift a coveted trophy and celebrate in December? Your agency will have to act right now! Final submission deadlines are fast approaching for Campaign Middle East’s Agency of the Year Awards. Click here to review the entry kit, make your submission, and showcase your business’ success.
“With a vibrant aesthetic and sense of wit that is inherent to the Raffles brand, this bold campaign celebrates the hallmarks of the Raffles experience, including the ways our butlers create magic at every turn,” said Omer Acar, CEO, Raffles Hotels & Resorts.
The campaign has been launched in video and still picture formats and will be rolled out globally across print, digital video, digital display, and paid social partnerships.
Under the creative direction of Trey Laird and shot by photographer Dylan Don, the images feature designer and actor Waris Ahluwalia, fashion icon Robert Rabensteiner, and model May Siu as quintessential Raffles guests, while renowned model Tim Easton stars as the Butler.
Rabensteiner also styled the campaign with a vision that aimed to capture the luxury hotel’s distinctive fashion-forward touch. The spot was filmed at Raffles Singapore, the brand’s flagship property, known for its butler service since its opening in 1887.
“Through the lens of fashion and art, this talented team of creatives have captured the unexpected and inspiring interactions our guests enjoy while staying with us,” Acar said.
On the concept’s ideation and objective, Acar said, “While ‘the butler did it’ is often the answer to ‘whodunits’ throughout history, our campaign depicts the butler as the hero of any occasion, no matter how unconventional.”
Acar explained that the witty twist was conceptualised in an effort to form a positive association with the hotel through the campaign. “We hope our guests will now join us in saying The Butler Did It when experiencing a surprising moment of delight with Raffles,” he said.
Laird, the founder of TeamLaird and the creative mind behind iconic fashion and lifestyle campaigns, brings his signature intelligence and style to the hotel’s latest campaign.
“Raffles is a heritage brand, but it delivers a modern guest experience that is full of warmth, with a playfulness and sense of whimsy,” he said on the creative ideation of the campaign. “This was the spirit I wanted to evoke through ‘The Butler Did It,’ allowing guests to imagine how a stay at Raffles might exceed their wildest dreams.”
Laird also expressed his gratitude to the team involved in the development of the campaign. ” I’m grateful to the incredible creative talent that, through a shared passion for exceptional hospitality and culture in all its forms, brought this campaign to life in a way that is unique and distinct to Raffles,” he said.
As the brand grows globally, with recent debuts in Jaipur, London, Boston and Bahrain, the new international campaign is an effort to invite guests to enter Raffles’ world of elegance and enchanted glamour. Through The Butler Did It the brand said highlighting one of the most significant parts of its guest experience was its main objective.
