I realize this may not be the greatest time to make a suggestion. But please realize I really love this game series and want it to succeed. So I put forward this idea with the best of intentions and don't mean to offend anyone.
So, over the years occasionally when I've talked to people who might be interested in Guild Wars 2, occasionally these people might be interested in the game but once they discover the sheer amount of content locked away by the gem store of past living world content they are decidedly less so. What I would like to suggest is it might make sense to release season 2 of the living world to the free to play crowd in order to advertise Heart of Thorns. On top of that, it might make sense to bundle season 3 with Heart of Thorns and Season 4 & 5 with Path of Fire. I realize these living world seasons probably bring in what to us players is an unknown amount of income from the gem store, but I feel there might be merit in bundling them with the existing content to entice new people into the game and get older players who may not have played the content interested in coming back to experience it and maybe picking up an expansion they might not have at the same time. It may also make sense if this were to happen to include it in the game's advertisements and I believe it will generate more goodwill and interest from the gaming community at large.
I would also perhaps suggest taking a page from Electronic Arts with how they handled the marketing strategy for Apex Legends. I believe what they did was hold of on marketing until just before the release at which point, they blitzed the market and convinced numerous highly influential twitch streamers with hundreds of thousands of followers to play the game around the same time, which I believe helped create a buzz for it and get it off to a good start. For reference, I am including a link to an article on Apex Legend's marketing strategy. https://newzoo.com/insights/articles/apex-legends-is-one-of-the-best-orchestrated-game-launches-we-have-ever-seen/
I would like to conclude by saying I really love this series and have been playing it since Guild Wars Factions, I really hope the devs at Arena Net, both past and present find success in their endeavors. This game series has been a part of my life for a long time, and I would love to play it into the future for as long as Arena Net is willing to produce, maintain and release new content for it.