Uluru-Kata Tjuta National Park Media Industry Guidelines

About this project:

Uluru-Kata Tjuta National Park is a place of profound natural and cultural significance, and its rugged landscape holds a millennia of traditional knowledge. Photographers, filmmakers, media and artists travel from across the world travel to capture the iconic views of Uluru and Kata Tjuta. 

The Media Industry Guidelines are in place to help photographers, filmmakers, media and the tourism industry work on and use images of the park for commercial purposes while balancing the responsibility of Anangu traditional owners over their land and respect for Tjukurpa (cultural law, knowledge and values).

True North consulted with 18 key stakeholder groups across more than 60 meetings and four workshops to understand stakeholder values and needs to inform the new guidelines. In addition, seven written submissions were received from stakeholders detailing their concerns and ideal outcomes for the guidelines.

We have been incredibly proud to work on this significant project in partnership with Parks Australia for the past two years and are pleased that the new guidelines have been approved for release. A ‘Handbook’ to support the guidelines will also be released.

True North partnered with Debbie from Floodlight Creative for design of the guidelines and Brooke from Studio B Designs for design of the handbook. Both local Territory companies captured the essence of the park in their wonderful designs.


This project won ‘Best Investor or Community Relations Campaign’ in the 2019  Mumbrella CommsCon Awards and ‘Highly Commended’ in the Indigenous Engagement category at the 2019 IAP2 Australasia Core Values Awards.


What our client thinks:

“True North exceeded our expectations and went above and beyond in all elements of the project including redrafting many times outside of the agreed scope.


This project was clearly very challenging and presented multiple hurdles both in terms of satisfying multiple stakeholders and delivering a product that suited all parties. When we selected True North over two and a half years ago we went with a Territory business as we wanted people that understood the unique environment and could be flexible in their approach and in that regard, they delivered.


It has been an absolute pleasure to work with True North and ultimately, I believe that the new Media Industry Guidelines reflect the wishes of Anangu and will hopefully result in increased benefits for our traditional owners.


I would have no hesitation in recommending True North for similar projects.”

Steven Baldwin, Park Operations and Visitor Services Manager, Parks Australia
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