Part 2: Hush-hush
The under-the-radar, top-secret approach to the event was strange in this age of multitiered hype and cross-platform marketing. Fox reps provided little info and no interviews. Contestants were instructed not to speak with the media (save for the Golden-Ticket access granted the local Fox affiliate, KDFW-TV).
“Fox is renting the space from us,” says Kristin Walker, marketing manager of the Dallas W Hotel, referring to the second-story spread of meeting and banquet rooms. “So it’s not like we’re a sponsor or anything. We’re assisting with security and coordination, but it’s their show. They’ve been here most of the week and I’d say most guests haven’t even noticed.”
Riding up the elevator Saturday morning with a mother and her adolescent daughter who wear the telltale wristbands, I ask how they’re doing. The daughter just looks down. The mother looks excited and worried. “Don’t ask,” the mother says, “just wish us luck.”
Tom Maurstad