My suggestion to spice pvp up is a zone that allows for players to attack one another and capture objectives. I know someone else posted something similar to this just now, but their grammar and spelling was awful.
What it is:
A zone where players can attack one another and complete possible objectives in which they gain karma and other pvp rewards.
How it works:
Players can enter zone at any level although a certain level is encouraged (like most zones).
Players will not be able to attack anyone from the guild they are representing.
Objectives across zone to allow players to compete for objectives and rewards.
Rewards
Rewards can include possibly earning a open world pvp currency in which players can buy new items (armor/weapons).
Also guild rewards could be earned through completing team objectives
Possible Objectives
Killing other players
Capturing Points for a guild. This can work where points open up in certain time frame.
I know I am short on ideas, but everyone can help out and post what they think!