Raffles London "The Butler Did It" Campaign Chapter 2

Innovative Initiative Set in London's Historic Building

Date: September 17, 2025

Category: Industry Trends

Article Summary

Raffles Hotels & Resorts announces Chapter 2 of "The Butler Did It" campaign, now set in London's historic building The OWO. Featuring British actor Henry Golding, this campaign is a notable initiative expressing the modern value of hyper-personalized butler service through a cinematic approach.

Detailed Content

Campaign Chapter 2 Features

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Chapter 2 of "The Butler Did It" campaign is set in The OWO (Old War Office), London's iconic historic building. This building, once used as the British government's War Office, is a prestigious structure now reborn as Raffles London.

The campaign features British actor Henry Golding, known for "Crazy Rich Asians," expressing the essence of Raffles' butler service through cinematic direction. This visual work is highly regarded as a cultural piece pursuing the artistry of butler service, beyond mere advertising.

Realization of Hyper-Personalization

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The core of the campaign is the concept of "hyper-personalization." This represents a service philosophy of deeply understanding each guest's personality, preferences, and lifestyle, providing completely customized experiences for each individual.

Raffles butlers conduct detailed research before guest arrival, and throughout the stay, anticipate needs before guests verbalize them, creating experiences that exceed expectations. This level of service reaches an artistic realm that improves quality of life, beyond mere hospitality.

Cultural and Social Impact

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This campaign plays an important role in reinterpreting the traditional profession of butler service in a modern context and enhancing its social value. It particularly functions as effective media conveying the appeal and possibilities of the butler profession to younger generations.

Additionally, by setting it in London, a historic city, it symbolically expresses the fusion of British butler culture tradition and modern innovation, showing new directions for international butler service development.

Comment from Japan Butler Association

Raffles London's "The Butler Did It" Campaign Chapter 2 is an outstanding initiative brilliantly expressing the modern evolution of butler service, with which our association is deeply impressed. The concept of "hyper-personalization" particularly resonates deeply with the spirit of "ichigo ichie omotenashi" (once-in-a-lifetime hospitality) that we pursue. The cinematic expression set in the historic building The OWO demonstrates to the world that butler service has cultural and artistic value beyond mere profession. We expect such international initiatives to greatly contribute to the development of butler culture in Japan and enhancement of social recognition, and we will redouble our efforts toward establishing world-class butler service that fuses tradition and innovation.