When a hotel stops watching the clock, guests stop watching it too. Wink Unscripted by Hyatt set out to prove that with a full-day celebration of the 24/7 lifestyle at the heart of the brand, staged on 24 July, a date chosen because it reads as 24/7. The point was simple: when a stay operates on guest time, guests enjoy it on their terms.
The celebration rolled out across six Wink properties nationwide – in Can Tho, Tuy Hoa, Saigon, Danang (two properties), and Hai Phong – with a series of unscripted moments that felt less like a campaign launch and more like what happens when a stay simply gets out of the way.
A Day Built On Guest Time, Not Hotel Time
STAY24 is the mechanism – guests check out the same time they checked in, whatever time that is. No 11am panic. No 12pm negotiation for a late checkout that may or may not be approved. STAY24 is just the promise. The 24/7 lifestyle is the proof.
Wink’s always-open Gym, Bar, Laundromat, and Grab & Go exist for one reason: to remind guests they’re not on a schedule anymore. As part of Hyatt’s Unscripted collection – a global portfolio of independent, boutique properties for travelers who prefer to follow their own schedule – that idea has become the brand’s entire operating principle. Since Wink Saigon Centre opened in 2021, that principle has defined every stay.
On 24 July, that principle came alive.
The Moments
The celebrations of the 24/7 lifestyle included staff wearing custom STAY24 t-shirts. Local university students staged anti-flash mob sleep-ins. All providing energy that wasn’t performed. It was lived.
Then, Wink hosted a late-night pajama party – a signature event for the brand since its opening – with 1am chef-led pimp-my-noodle pop-ups: one helmed by Michelin-starred chef Peter Cuong Franklin; the other by Khai Vu of PRIME Steak Boutique & Chill, bringing his premium dry-aged wagyu to the noodle cart.
An aerobics-inspired gym class ensued at 5am, and by 7am Richie Fawcett, the artist behind the drawings on the room blinds in every Wink room, was leading guests on a Saigon sketch safari, sketchbooks in hand – while most guests were still sleeping.
All those moments proved what the brand has always done – connect guests to the community they’re visiting, not isolate them from it.
Rituals, Not One-Offs
A nationwide TVC launch built around the 24/7 and 24-hour-stay lifestyle reached over 10,000 organic views on Instagram within its first 24 hours. The story went on to run across 20 national and lifestyle outlets, and was picked up by 14 lifestyle KOLs and creators across TikTok, Instagram, and YouTube, whose coverage of the day pulled in over 1.1 million views combined.
The campaign continues with media and KOL activations launching across China and South Korea in August and September. The message remains unchanged: time is the most valuable gift a stay can offer.
