“Transmedia
refers to a storyworld that occurs on multiple platforms where each component text makes a “distinct and valuable contribution to the whole”...
... A transmedia story unfolds across multiple media platforms.
In the ideal form of transmedia storytelling, each medium does what it does best – so that a story might be introduced in a film, expanded through television, novels and comics, etc … Each franchise entry needs to be self-contained so you don’t need tohave seen the film to enjoy the game or viceversa  (Henry Jenkins)

Rebel Alliance introduces a brand new concept for touristic promotion, which is a specific set of integrated communication.

A communication set capable of entertaining and engaging the target audience supplying emotions through the fruition of products specifically designed to be distributed cross-media on different platforms.  

One of  the our basic principle is

Transmedia

The term ‘transmedia’ is one of a related group of concepts that refer to the property of intermediality, the hundred ways that mediated content can make intertextual references through linking, allusion, recombination, extension, association, fusion, hybridisation, adaptation, translation, or synthesis within and across media formats or platforms, including extensions or reflections of media content in art, performing arts, physical places and commercial products or services, and viceversa.

"A Transmedia Narrative project (or transmedia franchise)  must consist of three (or more) narrative storylines existing within the same fictional universe on any of the following platforms: Film, Television, Short Film, Broadband, Publishing, Comics, Animation, Mobile, Special Venues, New medium , Narrative Commercial and Marketing rollouts, and other technologies that may or may not currently exist."

A transmedia project allows to cross-engage several audiences.

An efficient way of proposing the same story to a new audience, starting from its priorities and attitudes of each single fruitor.
In this way advertising engagement maximizes its efficiency, starting a redundant communication between the different clusters of costumers.