Abstract
In this paper, we consider the implications of assemblage as an analytical framework in the context of regional economic planning, drawing on Deleuze and Guattari's concept of territoriality to examine the efforts to create temporal stability in the emergent regional economy. We focus on the reterritorialisation of Central Otago through the district council's destination management project centred on the collective branding of the region as ‘A World of Difference’. The implementation of this programme contends with the diverse, incongruent boundaries of emergent tourism activities. The paper, thus, addresses the potential for state initiatives to manage uncertain and ephemeral assemblages.