The master's thesis explores the application of a transmedia approach in promoting cultural tangible and intangible heritage, using the Cultural and Artistic Society (KUD) Dr. Ante Starčević Gospić as a case study. The transmedia approach is based on the idea of integrating different media and platforms to create deeper and richer cultural experiences, encouraging audience engagement. The thesis presents theoretical insights into contemporary approaches to promoting cultural heritage, including the UNESCO Convention for the Safeguarding of the Intangible Cultural Heritage. In the introductory part of the thesis, the concept of the transmedia approach and its importance in cultural promotion are discussed, along with how such an approach can be applied in promoting cultural tangible heritage through various media such as film, photography, and social media. Additionally, the thesis analyzes ways of communicating intangible cultural heritage based on the transmedia approach, including the stories, customs, and traditions of the KUD, and examines how social networks have become a crucial channel for sharing cultural information and engaging the audience. The research section considers the application of transmedia storytelling in the context of KUD Dr. Ante Starčević in Gospić and how stories about cultural heritage can be told through different media to achieve a more significant impact. The technological aspect of transmedia communication of cultural heritage is explored through the digital interpretation of cultural heritage and interactive installations, analyzing how transmedia approaches can be applied in a museum context. Based on the case study analysis of KUD Dr. Ante Starčević, this master's thesis provides insight into the practical application of the transmedia approach for promoting cultural tangible and intangible heritage and explores future directions for the development of this method in the context of cultural promotion.