THE PROJECT IS GEARED TO THE DEFINITION OF MARKETING, COMMUNICATION AND PROMOTION STRATEGIES FOR 360° OF THE WHOLE OF THE REGIONAL CULTURAL HERITAGE, WHICH, BASED ON AN ANALYSIS OF THE NEEDS OF THIS ZONE AND THE MARKETS, WILL LEAD TO A PROPER AND WIDE USE OF THE REGION’S CULTURAL HERITAGE AS A WHOLE, PROJECTING THE VISITOR/TOURIST TO THE DISCOVERY OF THE AREA AND ITS SPECIFIC FEATURES. THE ACTIVITIES WILL INCLUDE THE PRODUCTION OF PROMOTIONAL AND COMMUNICATION TOOLS ADAPTED TO THE CHARACTERISTICS OF THE INDIVIDUAL ATTRACTIONS TO BE PROMOTED, IN ORDER TO COMBINE THE NEEDS FOR THE EXPLOITATION OF THE HERITAGE WITH GREATER TECHNOLOGICAL INNOVATION AND THE EXPECTATIONS OF THE NEW TOURIST PRODUCT, WITH A VIEW TO COMMUNICATING AND PROMOTING THE NEW TOURISM PRODUCT, WILL BE A KEY POLICY TO RAISE AWARENESS AND TO INVOLVE THE RESIDENTS OF THE PROJECT, IN ORDER TO PROMOTE THE PROJECT’S ACTIVITIES AND TO MAKE THE MOST OF ITS ACTIVITIES, THEREBY CONTRIBUTING TO ITS OWN R