Rejuvenating a Global Icon: Global Reach, Local Resonance
Global Brand Repositioning | Integrated 360° Campaign | Multi-Market Localisation
As Raffles Hotels & Resorts entered a new growth phase under Accor, the brand looked to modernise its identity, support new openings across key global markets, and reach a younger generation of ultra-affluent travellers — while preserving the heritage that defined it.
The global campaign Hotel Royalty Since 1887 was built on the brand's history and foundation: for generations, Raffles has been the home of royalty.
Leading from insights, research to launch, oversaw the orchestration of a fully integrated 360° campaign spanning brand film, digital episodes, social media, press advertising, PR, website content, print, and localised toolkits.
A landmark creative collaboration with award-winning film director Peter Greenaway anchored the campaign, with a cast of real-life royals filmed at Raffles Singapore.
Local relevance was embedded throughout — from cross-regional consultation on cast, imagery, and cultural sensitivities, to market-specific toolkits enabling teams across the US, UK, France, the Middle East, and Asia to activate with consistency and relevance.
The campaign delivered strong results across every channel of the 360° programme — from paid and earned media to owned platforms and property-level activations — with significant reach and engagement across all key feeder markets. Coverage spanned key luxury, lifestyle, and business press internationally.
