Matt Barter

A recently obtained access-to-information request reveals the Government of Newfoundland and Labrador’s response to VRBO’s video advertisement featuring the I’se The B’y song.

On February 7, 2024, the Government of Newfoundland and Labrador’s Department of Tourism, Culture, Arts and Recreation Manager of Advertising and Consumer Engagement Carol Ann Carter emailed Raina Williams and Dina Soliman of Expedia Group, with the subject “Vrbo promo video using Newfoundland folk song in a deliberate and derogatory way.”

Carter stated that her office had received complaints, which is how they became aware of the video and the fact that VRBO is running a promotional video that uses a well-known Newfoundland traditional folk song, “I’se The B’y” (also I’s The Bye) “in a deliberate and derogatory way.” Carter stated, “We strongly agree, having just viewed the spot.”

Carter requested they remove and revise the spot with an alternative music choice. Williams responded, “We’re on it Carol Ann – thank you for brining to our attention!”

On February 9, 2024, Carter asked Williams for an update, and Williams responded, “It has been escalated up to Senior Leadership at this stage. I’ll advise once I know more.”

CBC reporter Bernice Hillier emailed the Tourism department asking for a response to the VRBO commercial. She asked, “What would the department say about how this province and its tourism product are represented in this commercial?”

The suggested approach was a written statement: “The Department of Tourism, Culture, Arts and Recreation was disappointed to see that Vrbo chose to use the iconic folk song I’se the B’y, which is so readily associated with this province, to depict a negative vacation experience in such a deliberate and derogatory way.

The Department has reached out to Expedia Group, which owns Vrbo, and asked that they stop running the ad until it can be revised. Expedia Group has acknowledged our concern and we are awaiting their response.”

On February 12, 2024, Carter sent an update to Williams with further reaction in Newfoundland and Labrador. She included a screen grab of social media reaction with a tweet from Mark Dobbin stating, “I just watched a derogatory @vrbo commercial mock a traditional NL song. I’se the B’y should not be used to represent deceptive marketing. I have stayed at my last VRBO!!” Carter asked for a response from Expedia Group’s senior leadership.

Carter then sent another email to Williams to provide further context around why Newfoundlanders and Labradorians are insulted by the video and why the reaction has been swift and strong. Carter stated, “From my personal perspective, it is clear that the spot is trying to emphasize that you never know what you’re going to get with ‘other vacation rentals.’ The spot presents a very clear example of what a horrible, negative, terrible, disgusting (nothing like advertised) vacation experience could be with ‘other vacation rentals’ – using goats and roosters and pigs, dirty tents, trailers and barns; and to help emphasize/punctuate this awful experience, the audio that was chosen (I’se The B’y) was clearly meant to reiterate this awful sentiment – the music is used to present the experience as ‘dumb,’ ‘backward,’ ‘hokey.’ That is the core of the issue. The music is deliberately used to reinforce the negative experience. I’se the B’y is a well-known Newfoundland and Labrador folk song and we as Newfoundlanders and Labradorians cherish the song, and those travelers who visit our province find it endearing. That’s why we find it disrespectful and offensive when we see it being used in this spot to ‘help’ express a ‘hick travel experience.’ We feel we are being made fun of. I am confident that most of those reacting here feel the same way.”

Williams responded, “Thank you Carol Ann – sharing with our team.”

Media Relations Manager Gina MacArthur stated, “From my perspective it’s purely in bad taste because the song is pretty much synonymous with Newfoundland and Labrador- especially among Canadians.”

Director of Tourism Marketing and Visitor Services Darrell Smith stated to Carter “You have summed up the feelings of those who took issue with this perfectly,” and asked Carter to draft a letter from the Minister outlining the sentiment that she expressed. Smith also stated that while Carter was working on the draft that he would reach out to Williams directly on the Minister’s request for a phone call with someone ASAP.

Williams responded “I’ll circle back very shortly with an update on who will be in contact from Sr. Leadership…”

The Expedia Group’s Manager of Government and Corporate Affairs Canada, Hunter Doubt, then sent an email to Smith stating, “I’ve just gotten off the phone with the Deputy Minister and the Minister. I relayed our sincere apologies again for this issue and I was sure to note steps that we’re taking to correct as soon as possible.”

Minister Steve Crocker penned a letter to the President of Expedia Brand John Giesselman to express his strong disappointment with Vrbo’s ‘Relax – Rooster’ video spot featuring the beloved Newfoundland and Labrador folk song, I’se the B’y.

Crocker stated, “I request Vrbo take immediate action to remove this video from both YouTube and television rotation.” He then stated, “I’se the B’y is synonymous with our province and culture. As Newfoundlanders and Labradorians, we take strong exception to Vrbo using the song in this derogatory manner. We have received innumerable complaints about this spot, which have intensified since it was aired during the Super Bowl on February 22, 2024.”

Furthermore, Crocker stated, “Our province offers so much to your customers and tourists from all over the world, including our rich musical history. This is not an accurate representation of our province, our culture or our people.”

On February 13, Director of Communications Adrienne Luther informed officials in the Department that in response to a request for comment from AllNewfoundlandandLabrador.com, a Vrbo spokesperson stated that the Relax-Rooster ad was meant to “poke fun” at their competitors and “not anyone in Newfoundland.”

The Department received media requests for interviews with the Minister and/or Premier from the Canadian Press’s Lyndsay Armstrong. She stated, “I’m wondering if someone from the tourism department would be available for an interview to discuss the new ad and the reaction to the Vrbo ad.”

CBC’s Heather Gillis and Patrick Butler asked, “Is Minister Crocker available for an on-camera interview about the Vrbo ad and his response to it?”

CBC’s Kyle Mooney asked, “Wondering if Minister Crocker heard back from VRBO re: the use of I’se the By in their superbowl ad?”

The suggested approach was a written statement: “The Government of Newfoundland and Labrador has expressed its displeasure with the Vrbo ad which uses folk favourite I’se the B’y in a derogatory way. The Minister of Tourism has spoken with Vrbo and asked them to remove the ad. To date we have not received a satisfactory response from Vrbo and continue to pursue the video’s removal from circulation.

This week, Newfoundland and Labrador Tourism shared a video on social media featuring footage that showcases the natural beauty of our province, the spirit of our people, and our unique culture, set against the same song, I’se the B’y, recorded by local artist, Gordan Cormier.

We invite our social media followers to redirect the attention garnered by the Vrbo Super Bowl commercial by sharing this post, which features the real Newfoundland and Labrador – a place that has captured the imagination of visitors from across the world.”

On February 14, President of Expedia Brands Jon Gieselman penned a response letter to Minister Crocker. He stated, “I want to clarify that the ad is not about the people of Newfoundland: It is about our competition. The ad was filmed in Spain using an entirely European cast and points out what makes us different – we are about offering private homes.”

Furthermore, he stated, “We have a series of ads in the exact same format, all about our competition. We appreciate you reaching out, and please know that this ad is no longer running in Canada.”

On February 15, another media request was received. NTV’s Bailey Howard asked, “Seeing online that VRBO/Expedia issued an apology for the ad – has the province received something from the company?”

The suggested approach was a written statement: “Expedia Group has contacted the Provincial Government to apologize for the ad and they have agreed to remove it from Canadian television.”

On February 16, a media request was received from Skift’s Dennis Schaal. He asked, “Are you satisfied that Expedia pulled the Vrbo ad in Canada but not the rest of the world?”

The suggested approach was a written statement: “We are disappointed the ad is still airing in other parts of the world, however we feel that the video shared by Newfoundland and Labrador Tourism on social media this week has shown the world the true spirit of the province and we welcome outlets to share this version.”

View letters and email correspondence below:

Matt Barter is a fourth-year student in the Humanities and Social Sciences Faculty at Memorial University of Newfoundland, majoring in Political Science with a minor in Sociology. He enjoys reading thought-provoking articles, walks in nature, and volunteering in the community.