Realm, the company that manages the centre, has handed retained agency Primal PR a £175,000 contract to relaunch the centre in October under the banner 'Junction 32' - its location on the M62.
Realm head of marcoms Steven Farrant said the area was already fiercely competitive for out-of-town shopping centres, which include a mixture of high-street and designer retailers offering discounted goods.
'Competition for people's time and money is certainly hotting up. You have to be at your best to win those battles,' Farrant added. 'Junction 32 will be a much stronger brand by referring to the location.'
The rebrand will market the centre as part of a collection of facilities, including the Xscape leisure complex and a range of new hotels, rather than merely a place to shop, said Primal account director Paul Sutton.
Primal is planning a two-month media relations blitz via regional press and broadcasters to raise awareness of the number of outlets - which is increasing to 100 through a £16m redevelopment.
The target market is predominantly female 25 to 55-year-olds, with a bias towards the more affluent shoppers. The campaign involves selling in features on different categories of goods at the centre, and competitions.
Primal will use Junction 32 branded vehicles to promote it at other local shopping centres. An October launch event will be attended by an as-yet unnamed Yorkshire-based TV personality.
Primal won a three-way pitch against Leeds-based England and Golly Slater-owned Northern Profile.