To ensure consistent communication and a solid campaign platform, the brand development process began with a ‘Discovery’ workshop to crystallize the vision, thoughts and beliefs of key stakeholders; to provide clear, sustainable direction for strategic and creative development and establish a clear tone, voice and personality designed to permeate all campaign communications. This involved the creation of the Village's campaign positioning and LTSCA identification - important building blocks of any message to tell. This Discovery Recap document encapsulates the campaign and has all the building blocks professionally written.
As a result, the VisitTinleyPark.com website was developed which hosts entertainment happenings, lodging, dining and entertainment options in Tinley Park and the monthly Life Amplified newsletter was developed to conveniently push this information out to subscribers.
Tourism Marketing Action Plan
The Village Board approved the first Tourism Marketing Action Plan in 2021 which was developed to promote the Tinley Park Life Amplified brand as a tourism entity inclusive of the Village's convention center, hotels, attractions, restaurants, breweries and hospitality-supported businesses. The plan was updated in 2023 and reinvests a portion of the hotel/motel tax to market the Tinley Park brand and all of its amenities.
The Village’s rebranding effort seeks to transform Tinley Park into an Illinois music mecca through the enhancement of its existing assets, such as the Credit Union 1 Amphitheater and its award-winning school bands, and through the addition of several new features such as a new downtown plaza and a dedicated indoor music facility.
In 2016, the Village hired Roger Brooks International (RBI) to facilitate the development of a branding initiative for the Village. RBI sought input on what Tinley Park should be known for via an online community questionnaire, interview sessions with residents and business owners of differing points of view, and a weeklong branding camp that culminated in a two-hour public workshop in October. From this came the Brand Development Team, a group comprised of stakeholders from a wide array of local organizations and businesses that used all the data at hand to select music as the new brand.
RBI delivered a comprehensive, 120-page action plan to the Village in February 2017 that outlines how this new brand will develop over the course of the next several years.
Action plan highlights include:
Action plan highlights include:
- Construction of a 60,00-square-foot downtown plaza with a splash pad/ice rink that will host events 250 days per year
- Installation of pole banners in downtown
- A vehicular and pedestrian wayfinding system
- Decorative crosswalks
- Interactive public art
- Creation of a new logo
- A new tagline, “Life Amplified”
- A “Very Best of Tinley Park” rack brochure
- Mobile visitor information centers
- Street artisans, musicians and buskers
- Manufacture/sale of branded Village gear
- Brand graphics on Village vehicles
- Construction of a new 500- to 1,200-seat indoor music venue/performing arts center downtown
The initiatives outlined in the action plan are supported by the Tinley Park Marketing Commission.
Wayfinding Sign Program
The Marketing Department, in coordination with the Marketing Commission, worked with KMA on the development of a Village-wide wayfinding sign program. See the Wayfinding Sign Program page for more information.