Niall Horan, Zayn Malik, Liam Payne, Harry Styles, and Louis Tomlinson are names that would cause an eruption of screams if they were mentioned to teenage girls. But for those unaware, they make up the hottest boy band from the UK, One Direction.

And Coles are the presenting partners of the One Direction Australia Tour 2013. As part of this partnership, Coles has 10,000 tickets up for grabs to an exclusive Coles matinee concert that will be held on October 6, as well additional tickets to existing sold out concerts across the country.

Customers have the opportunity to win a double pass to the exclusive Coles only matinee concert in Sydney  and an additional 10 tickets for every sold out show are available to be won.

Coles will also launch a series of new advertisements featuring One Direction. The 30 second TVC, which will launch on Wednesday, June 5, will be a part of a wider print, in-store and digital campaign in the lead up to the tour.

“We are passionate about building the most compelling, engaging and unique brand in Australia and working with One Direction is just another step on that journey,” said Simon McDowell, Coles group director of marketing.

The partnership was created and is being executed with entertainment powerhouse Nine Entertainment Co in conjunction with Modest! Management, who are bringing One Direction to Australia through their promoter business – Nine Live.
Fans will have to purchase products from Coles and then enter a draw online.