Spam what you can, wherever you can honestly. Advertising pre-launch is generally the way to go, as most players don't like to come late into a server and see that everyone else is farmed as hell and have everything locked down.
RMS, Facebook groups, Votesites, etc. Word of mouth is another strong one, tell your new players to invite their friends, and those friends of friends, etc.
After that, give people a reason to want to play more, a reason to stay and farm and dominate. PvP/WoE can only do so much for a person after a time.
