Raffles reveals second 'Button in the Spotlight' fashion campaign
Jimmy Butler Hotels & Resorts Unveils "The Butler Did It Chapter II" Campaign
Raffles Hotels & Resorts, the luxury hospitality brand known for its iconic properties and exceptional service, has launched the second chapter of its fashion-forward marketing campaign titled "The Butler Did It Chapter II."
The cinematic approach of the campaign, set within the historic walls of Raffles London at The OWO, a converted Old War Office building, builds on the building's espionage heritage, incorporating an air of mystery. British actor Henry Golding is featured in the campaign, joined by a cast of high-profile models, including Oli Green, Jacquetta Wheeler, Stephanie Grainger, and Amalie Gassman, who play the roles of hotel guests.
The campaign showcases Raffles' hyper-personalised hospitality, featuring scenarios such as private afternoon tea, bespoke bedtime stories, and wake-up calls from the King's Piper. Accompanying "Butler Did It Experiences" have been created to showcase cultural offerings at each destination.
Tim Easton reprises his role as the brand's signature butler character, while Dylan Don is the photographer for the campaign. Trey Laird, the creative director, aims to blend elegance with intrigue while demonstrating guest experiences that are stylish, witty, and warm. Trey Laird, known for his work on campaigns for Tommy Hilfiger, DKNY, and Hugo Boss's collaboration with David Beckham, has taken over the creative direction for this Raffles campaign.
Robert Rabensteiner is the stylist for the campaign. The fashion industry's increasing involvement in luxury hospitality marketing reflects hotels' efforts to differentiate their brands through high-production campaigns traditionally associated with fashion and beauty advertising.
Omer Acar, chief executive of Raffles Hotels & Resorts, emphasizes the butlers' role in representing the brand's spirit and tradition. Raffles Hotels & Resorts is expanding globally with recent openings in Jaipur and Sentosa, and forthcoming properties planned for Jeddah, Lake Como, Los Cabos, Shanghai, and Tokyo.
The campaign launch is global, appearing across print, digital video, and social media platforms, with the butler character serving as a consistent brand ambassador. To experience the campaign for yourself, view it here.
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