Coles has come on board as presenting partner of One Direction’s 2013 Australian Tour.
The move sees Coles team up with Nine Entertainment Co., which is bringing the band to Australia through its promoter business, Nine Live.
Nine Live General Manager Leon Spellson said: “This ground breaking partnership between Nine Entertainment Co. and Coles, in conjunction with the band’s Australian promoter Nine Live and the band’s management team Modest! Management, will see an exciting cross-platform campaign of an unprecedented scale rolled out both before and during the national tour.”
Coles will also execute a six-week in-store competition, launching nationally on June 5, giving customers the chance to win tickets to an exclusive One Direction matinee concert performed for more than 10,000 Coles customers in Sydney on October 6 at AllPhones Arena.
One Direction’s Australian Tour, promoted by Nine Live and Sony Music, kicks off in Adelaide on Monday 23 September 2013.