01320nas a2200253   4500000000100000000000100001008004100002653003300043653001800076653001700094653000800111653002700119653002500146653001900171653001500190100002000205700001700225245006700242856011800309300001200427490000700439520060000446022002001046       2015                            d10aIntangible cultural heritage10acommunication10aGamification10aICT10aCultural organisations10aHypermedia narrative10aLocative media10aTransmedia1 aMoreno Sánchez1 aA.A. Newball00aThe hidden city. Toledo, a transmedia communication laboratory  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84961786704&partnerID=40&md5=4e75eec65b44aff82cae0b19a02819a1  a806-8270 v313 aCities’ communication strategies are mainly based on transmitting their material cultural heritage and mostly ignore their intangible, hidden and lost heritage. However, the latter sorts of heritage are even more important than the material one, because they show the social imaginaries that have given sense to the society that configures them. In this project, content analysis is used to create a model of the different kinds of immaterial, hidden and lost heritage and of their transmedia possibilities.Toledo, Spain, a UNESCO world heritage city is taken as an experimentation laboratory.  a10121587 (ISSN)