This study focuses on the reformation of the cross-border political coalition in the Scandinavian region of Öresund, specifically the re-organization of Öresundskommitteen to Greater Copenhagen & Skåne Committee. Through the lens of Critical Discourse Analysis, the study critically examines the newly advocated regional strategy focusing on international place marketing of the collective brand Greater Copenhagen, underlying power structures and incentives of the reformation as well as the subsequent consequences for the regional development. The result highlights a political shift of focus, from the region in general to Copenhagen in particular, justified by the conviction of growing international competition and the regional core as undisputable ‘growth-machine’ for the whole region. Consequently, local projects can be legitimized as regional concerns, potentially supporting misallocation of regional funds, political and core-periphery polarization.