Any ideas.. there is no blizzcon this year, expansion announcements usually need a really big circus, pump up the hype, let people be very expectant, , then deliver for maximum effect.
They wisely avoid gaming conventions because afterall, it's not a new game, and expansions do not shine anywhere near brand new games or tech - unless you are doing something really new, like an epic shift or new beginning - i know they did that for legion expansion, SWTOR did that for their KotFE relaunch - but they had commercials for that even. FFXIV did that on the reborn game..
You'd have to have a very powerful expansion you expect to draw back a lot of old gamers and attract new ones alike.. I doubt this new expansions has it.
Most other MMOs that aren't anywhere near as popular as wow, tend to have some quiet statement release or the more popular ones would do a podcast.. is this what wow has finally come too?
If you ask me, I would make a documentary that has a bunch of invited fans, to include video of the new expansion - you can either do it in a conference room or just a pre-recorded video, then a tour with your guests checking out the new content models or whatever is playable. Do some panels like you would do at blizzcon, but instead more like a video interview style.. and then do a community live Q&A at the end.
How would you do it?