So turn it into old school AV?
What would really be amazing would be a 'world war' server where a bunch of different servers are linked to a giant world pvp server with the ability to capture zones/continents. You could implement daily quests through this and use a wide range of different types of pvp/pve. Have capturing a continent grant a 24 hour faction buff. Create mechanics that make it impossible for a faction to just turtle, and instead promote fighting back and playing actively.