Hotel and rental platform Airbnb is looking into building its own TV show to produce short films, documentaries, and shows that it can use to promote travel and its platform.

Reuters reports that Airbnb has, for a few years now, been looking into either partnering with existing production studios and entertainment companies or building out an internal studio of its own to produce shows and video content that would promote Airbnb guests and hosts, travel locales, and otherwise further transform its image into a travel lifestyle brand.

We’re very much in the R&D phase here,” Chris Lehane, the leading policy and communications executive at Airbnb, told Reuters. “It’s not just limited to video. It could be audible. It could be physical. The more we put content out there, the more you’re going to bring people to the platform.”