EXCLUSIVE- Raffles Hotels & Resorts has launched a glorious new brand campaign, Hotel Royalty Since 1887, developed by famed film director Peter Greenaway. The campaign shot on location at the storied Raffles Singapore pays tribute to the brand’s iconic history through a multi-generational cast of modern-day royals.
The video campaign creates an imaginary day in the life at Raffles Singapore, following a cast of real-life royals - HIRH Catharina von Habsburg, Archduchess of Austria, Princess of Hungary and Bohemia with her mother HIRH Archduchess Anna Gabriele von Habsburg, born von Wrede; HRH Maharaja Sawai Padmanabh Singh of Jaipur; George Spencer-Churchill, Marquess of Blandford; HRH Princess Maria-Olympia of Greece and Denmark; and HH Prince Nikolai of Denmark.
Jean-Guilhem Lamberti, Chief Creative Officer, Accor, tells me, “Accor has many brands with the most incredible DNAs. Raffles’ very first advertising referenced its link to royalty. For its renewed ambition and strong development plan, we immediately thought of Peter Greenaway to gather the most impressive cast. The strongest names, monarchs whose families have ruled for centuries, one crowned the unofficial Maharaja of Jaipur. A Danish prince of Chinese descent. A princess of French American origin proudly carrying the name of her beloved Greece on her passport. A mother and daughter from the only family ever carrying both royal and imperial titles, descending from Empress Elisabeth of Austria and Marie-Antoinette, Queen of France. A cousin of Lady Diana and descendant of Sir Winston Churchill. We presented the project to each member personally and were surprised to see how well they knew the brand, its iconic landmark in Singapore, and other Raffles properties around the world. With instinctively inherited poise and etiquette, they naturally exuded a charisma and panache we immediately fell in love with.”
The campaign arrives ahead of the anticipated opening of Raffles London at the Old War Office in late 2022, and features the following royal personalities.
George Spencer-Churchill, Marquess of Blandford
George Spencer-Churchill, Marquess of Blandford, is an avid pilot, polo player and adventurer. A British aristocrat, he is heir to the Duke of Marlborough, great-great-nephew of Sir Winston Churchill and relative to the late Princess Diana. For the campaign he was filmed enjoying a leisurely breakfast.
According to George, “I was quite touched and honored to make the link with the brand’s new landmark set to open next year in London’s Old War Office building in Whitehall, a place that served as my great grand-uncle’s headquarters during World War II. I’m beyond excited to be welcoming Raffles to London.”
HRH Maharaja Sawai Padmanabh Singh of Jaipur
A member of the former ruling family of Jaipur State in present-day Rajasthan, India, Padmanabh was crowned the unofficial Maharaja of Jaipur in 2011 and is the godchild of Prince Charles. A highly accomplished Polo player and representative of fashion brands, Giorgio Armani and Dolce & Gabbana, Padmanabh is seen in the campaign riding a black stallion wearing a one-of-a-kind Cartier diamond and ruby brooch that was custom designed for his Grandfather.
According to Padmanabh, “In my role, I represent the history of thousands of years and have a strong sense of duty to carry forward the illustrious legacy of my ancestors. When traveling, I always pack formal wear, usually a Bandhgala – which is an Indian tuxedo. I am proud to represent my country and my culture. With Raffles expanding into India, including the recently opened Raffles Udaipur, I am very happy to act as one of the brand’s newest ambassadors.”
HRH Princess Maria-Olympia of Greece and Denmark
A member of the Greek and Danish royal families, HRH Princess Maria-Olympia is the eldest child of Pavlos and Marie-Chantal, Crown Prince and Princess of Greece. Her paternal grandparents are Constantine II of Greece and Anne-Marie of Denmark, who were the last King and Queen of the Hellenes.
Growing up between London and New York, Maria-Olympia has a degree in fashion business and marketing and has collaborated with designers, including Dior, Zac Posen, Valentino and Dolce & Gabbana. In the new campaign, Maria-Olympia was asked to lure HRH Padmanabh with a green apple, alluding to the goddess Gaia and Garden of the Hesperides of Greek mythology. She is then seen swimming in a pool filled with lotus flowers wearing a precious diamond and emerald parure by MUS.za.
According to Maria-Olympia, “Raffles is emblematic of so much history and sophistication, and the brand has played host to so many notable moments with fashionable icons through the ages. It was a real privilege and thrill to ‘play dress up’ in such a glamorous and historically significant hotel like Raffles Singapore.”
HH Prince Nikolai of Denmark
Grandson of Queen Margrethe II of Denmark, HH Prince Nikolai of Denmark is seventh in line to the throne. He’s the oldest grandson of Queen Margrethe and oldest son of Prince Joachim. As a model, he has appeared on the runway for Burberry at London Fashion Week in 2018 and opened for Kim Jones’ first show at Dior. Nikolai appears in the Raffles campaign in a lavish silk Prada pajama set.
According to Nikolai, “I think it’s important to embrace traditions while also breathing new life and energy into institutions. I love travelling in Southeast Asia – I have roots there. The people are so welcoming, and I love the culture. Over the years, I have travelled frequently to Hong Kong, where my mother was born. It was very meaningful for me to work on the ‘Hotel Royalty Since 1887’ campaign in Singapore.”
HIRH Anna Gabriele von Habsburg, born von Wrede, Archduchess of Austria, Princess of Hungary
Anna Gabriele von Habsburg is the daughter-in-law of Empress Zita and Emperor Karl of Austria. She is the mother of HIRH Catharina von Habsburg.
Today she lives in Brussels and at 80 years old is a passionate horse rider, she also loves to travel and Raffles Europejski Warsaw is her favorite Raffles property.
According to Anna Gabriele, “I have stayed at the Raffles Europejski Warsaw and thought it was a fantastic hotel. It’s clearly somewhere full of stories and soul. The suite I stayed in was enormous with a compelling mix of cultures and styles as well as influences from Polish artists. The city has changed so much since I last spent time there; I loved having a contemporary, timeless and sophisticated haven to relax in.”
HIRH Catharina von Habsburg, Archduchess of Austria, Princess of Hungary
HIRH Catharina von Habsburg is the granddaughter of Emperor Charles I of Austria and daughter of Anna Gabriele. Catharina has written several books about the noteworthy women in her family, which include the Empress Sissi and Marie Antoinette, Queen of France.
During the filming, Peter Greenaway had her sit at the Writer’s Bar at Raffles Singapore, where one of her favorite authors, Rudyard Kipling, sat and wrote The Jungle Book. In her scene, she was asked to rewrite Queen Marie Antoinette’s final letter, which led to a very inspiring and moving moment.
According to Catharina, “Raffles Singapore is an almost mythical hotel. My mother (Princess Anna Gabriele von Wrede) and I wanted to be a part of the campaign as we love the Raffles brand and the fact that it is rooted in heritage and tradition. We are so lucky to have filmed the campaign at the very birthplace of Raffles.”
