Kismet Estate Winery Sign

Justin Davis 

T00617210 

VISA 1500

This advertisement is on the right side of Highway 97 almost immediately before you exit Osoyoos, British Columbia. This area is well known for its wine not only in Canada, but throughout the world. Kismet Estate, the winery responsible for this particular ad, is one of dozens within the 20 odd kilometers between Osoyoos and Oliver, B.C. The ad itself is in the form of a large wine bottle, roughly ten feet tall, it does an incredible job of drawing attention. The glossy red and almost silvery black outlines of the bottle shine when exposed to any sort of light. People tend to notice things out of the ordinary and a large bottle is certain to raise some eyebrows in wine country. 

As evidenced from the text on the bottle’s label, this is an advertisement for, “Kismet Estate Winery and Bistro.” Below this first piece of text is a highly detailed insignia designed to highlight the Estate’s elegance. Underneath this, in a more fanciful text it reads, “Follow Your Destiny.” Above the bottle a small sign says, “ TASTING BAR, 8 km AHEAD.” Followed by the cork of the bottle implying the winery’s location with, “Rd 20.” Following the sign to road 20 will in fact lead you to another sign that brings you directly to the winery. This is the initial advertisement that people venturing out on private wine tours will see. The ad was created to invite customers to Kismet Estate in a creative way that they might not have seen before and would most-likely remember by the time they got to “Rd 20.” The ad is well set-up in terms of order of information, design and color scheme while utilizing a unique twist on regular billboard advertisements.

The intended effect of this advertisement is to introduce consumer’s to Kismet Estate and Bistro. This could be the first instance the consumer ever hears of them, so the aim is to represent themselves accurately while remaining attractive to audiences. The glimmering red of the label and the deep black of the bottle emits elegance. This feeling is further enhanced by the fanciful lettering used for the whimsical phrase, “Follow Your Destiny.” It does a good job of grabbing the attention of those driving by due to its large size, easy to read text and creative design. The ad represents only good things when it comes to the Kismet Estate. The text and design work together by first delivering a message and then amplifying it wherever possible. The placement of this advertisement is no mistake, it introduces consumers to Kismet Estate before they enter the area that’s not only home to Kismet, but also a large chunk of their competition. They do an excellent job of portraying elegance in a creative way.

Though not portrayed through this advertisement, it is worth mentioning that Kismet Winery has been recognized in recent years for its additions of charging infrastructure for electric vehicles. Their charging stations contribute to Highway 97’s total of around 2000 stations. This infrastructure was set up as a part of Electrum Charging Solutions partnership with Destination BC, which installed around 2000 charging stations along Highway 97. (Gordon, 2020) 

Gordon, Mia. “Charging Stations Outnumber Gas Stations on This Canadian Highway.” Yahoo! News, Yahoo!, 10 Sept 2020, new.yahoo.com/chargin-stations-outnumber-gas-stations-110000301.html