Programme producer Celador is looking to take the show directly to regional Britain, and has hired PR agency Taylor Herring to explain the nuances of a show that will see every audience member compete for prizes.
PR will look to boost ticket sales by explaining that the entire audience can compete for a spell in the hot seat, and play along for the chance to win additional prizes.
Celador head of licensing and marketing Michael Seres said PR would lead the £1m marketing campaign for the live events. He said that one of Taylor Herring's prime responsibilities would be to gain coverage in local press servicing the selected towns.
'The show will have a truly national roll-out, taking in everywhere from Bournemouth through to Blackpool,' said Seres.
Initially, the roadshow will visit 1,500-seat venues in six towns, but Seres said Celador treats the series as a brand that can last several years and expand to 15,000-seat arenas. He added that the concept would be rolled out globally if successful.
Taylor Herring is also charged with attracting sponsors and prize partners through trade PR.
The agency will report to Celador International head of press and PR, a position that is vacant following the departure of Clare Stewart at the end of February. Celador is in the final stages of recruiting a replacement for Stewart, who joined PR consultancy The Media Foundry as account manager.
The live venture builds on the success of the TV game show - now in its 17th series - which has given away more than £41m in just over six years.