Wink Unscripted by Hyatt marked its Stay24 concept with a day-long activation across six hotels in Vietnam, highlighting its flexible 24-hour stay model and round-the-clock guest facilities.
Held on July 24, 2026 – chosen because the date reads 24/7 – the campaign took place at Wink properties in Can Tho, Tuy Hoa, Ho Chi Minh City, Danang and Hai Phong.
At the centre of the initiative is Stay24, which allows guests to check out at the same time they checked in, removing fixed checkout times. The concept is supported by 24-hour facilities including the gym, bar, laundromat and grab-and-go outlet.
The campaign featured activities throughout the day, including student-led sleep-ins, staff wearing Stay24 T-shirts, a late-night pyjama party, chef-led noodle pop-ups, an early morning fitness class and a sketch walk in Ho Chi Minh City led by artist Richie Fawcett, whose illustrations appear on the blinds in every Wink guestroom.
According to the hotel brand, the campaign generated more than 10,000 organic Instagram views within its first 24 hours. It was also featured by national and lifestyle media, while content from lifestyle creators across TikTok, Instagram and YouTube attracted more than 1.1 million combined views.
The campaign will continue with media and influencer activations in China and South Korea in August and September, as Wink promotes its flexible stay concept to a wider audience.
