For some reason I'm imagining Owen Ashford's group as a PC party who's accidentally stumbled upon a very high CR encounter, and they don't realize it.
GM: OK, so you've heard rumors this morning about a mystery knight who will be entering the tournament.
Ashford Player: Oh? What exactly did we hear?
GM (*rolls*): That the mystery knight's name is Ser Geralt, and that he fought beast headed monsters up north. You know this because Ser Geralt has a bard retainer who's made a very, very catchy song about it. Practically everyone is humming the tune today.
Dregaire Player: Wait, like my fey knight? Can we use the song to try and find out IC knowledge about the Others?
GM: Roll Knowledge
DP *rolls*
GM: Hmm. Yeah, that's high enough. The bard is spot on. You can easily tell from the rumors that Ser Geralt fought at least one Peryton.
Cerin Player: Wait, so we're expected to believe this random knight just fought his way into the north, and slew a CR 4 monster by himself?
DP: Don't be dumb, GM said that Ser Geralt has a bard. While the npc's might think that's just a singer, I'll bet you anything that's an actual Magic-casting bard who's a member of Geralt's party.
CP: Oh, so they're like our rivals then. So who else would be in their party?
GM: You don't know that information off hand, you'll have to try and meet Ser Geralt and his party in person.
AP: Woo! We're going tavern trawling! Time to finally use that notice-me-not charm we picked up from those homicidal brownies.