Field Notes

The Magic of Marketing with Bennie F. Johnson

🎙️ Welcome to Field Notes: Insights and Observations for the Travel Marketer In this episode, host Eric Hultgren sits down with Benny F Johnson, CEO of the American Marketing Association (AMA), for a wide-ranging conversation that blends culture, curiosity, and the ever-evolving world of marketing. From walkout songs to why travel marketers need a fresh perspective, Benny shares his unique take on what makes marketing magical—and why we're living in a golden age for the profession. We dive into everything from high school certifications and the power of local AMA chapters to Fortnite collaborations and how to see familiar destinations with new eyes. 💡 Whether you’re a seasoned travel marketer or just looking to reignite your creative spark, this episode is packed with insight, laughter, and inspiration. 📌 Topics Covered: The AMA’s growing influence in marketing education reclaiming creativity when you're feeling stuck; Marketing as art, science, and magic The importance of storytelling and context in travel Why curiosity is a marketer’s superpower

Fonts, Feelings & the Future: A Conversation with Monotype's Terrance Weinzierl

In this episode of Field Notes: Insights and Observations for the Travel Marketer, we explore the hidden power of typography with Terrence Weinzierl, Executive Creative Director at Monotype.
From cereal boxes to city branding, and from thumbnails to travel brochures, Terrence explains how fonts shape perception, evoke emotion, and help tell a brand’s story—sometimes without using a single full word. We talk about what McDonald's and Kellogg are getting right with their type choices, how travel marketers can think differently about fonts, and what the future holds when AI starts personalizing typography to each individual.
🔤 Highlights include:
How Terrence went from comic books to custom fonts for Domino’s and PBS
The branding superpower behind just two letters: "OG" for Kellogg’s
Monotype’s new “Revision” report and the emotional connection between sound and type
Why every place has a “typographic voice”—and how travel marketers can find it
The future of adaptive typography, AI, and the possibility of fonts that change just for you
🎧 Whether you work in tourism, branding, or just love the quiet art of letterforms, this is an episode that proves good type is more than just pretty design—it’s a voice, a vibe, and a vital tool in modern marketing.
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Brand, Adaptability, and AI: Navigating the Future of Destination Marketing with Holly Laurencelle

On this episode of Field Notes: Insights and Strategies for the Travel Marketer, host Eric Hultgren sits down with Holly Laurencelle, Senior Sales Manager for the Midwest at Advance Travel and Tourism. They dive into the importance of branding in the travel space and explore how DMOs can adapt when the weather doesn’t cooperate—including real-world examples like Munising’s pivot from snowmobiling to UTV adventures.
The conversation also covers the growing influence of AI in travel planning, with 53% of U.S. travelers expected to use AI to plan their trips in 2025. Holly shares insights on how destination marketers can optimize their content for AI-driven search, leverage chatbots for visitor engagement, and avoid the pitfalls of generic AI-generated content.
Finally, they discuss the #1 hire a DMO should prioritize in 2025 and why strong content creation is the key to standing out in an increasingly competitive digital landscape.
Tune in for a strategic, forward-thinking discussion on the future of travel marketing!

Kyle Stichtenoth on Brand, AI, and how to Stand Out in the Travel Space

Join host Eric as he sits down with Kyle Stichtenoth, Senior Director of Digital Sales and Strategy at Advanced Travel and Tourism, for an insightful discussion on the evolving travel industry landscape. With 15 years of industry experience, Kyle shares valuable insights on:
How COVID changed travel marketing and consumer behavior
The shift from coastal to inland travel trends for 2025
Why 53% of Americans are using AI for travel planning
Creating effective destination marketing strategies
The true meaning of brand beyond logos and colors
Tips for DMOs to stand out in a crowded market
Kyle breaks down how destinations can leverage AI, create compelling itineraries, and build authentic brand experiences that resonate with modern travelers. Whether you're a DMO professional, travel marketer, or industry enthusiast, this episode offers actionable insights for navigating the future of travel marketing.

Field Notes How Marketers Should Think about AI with Mike Yates

 
In this episode of Field Notes, host Eric Hultgren sits down with Mike Yates, Senior Product Designer at Teach for America’s Innovation Lab, to explore the evolving role of AI in marketing—specifically in the travel industry. Mike shares his perspective on "dexterity over literacy", emphasizing the importance of hands-on experimentation with AI over theoretical knowledge.
The conversation dives into key topics such as:
How AI in education parallels its use in travel marketing.
The hidden yet powerful influence of AI on consumer decision-making.
Why brand experience matters more than ever in an AI-driven world.
The myth of the "frictionless" travel experience—when adding friction can actually improve engagement.
How AI-powered recommendation engines like TikTok and ChatGPT are reshaping how consumers discover and book travel.
Mike also discusses his approach to AI curiosity—including debating with AI models and testing their predictive capabilities—to help marketers understand how to use these tools effectively before they become invisible yet essential parts of our daily lives.
Tune in to gain actionable insights on how AI is shaping the future of travel marketing and why embracing AI dexterity is the key to staying ahead.