Well, just make it another place where there's missions and XP, but make sure there's NO extra badges, temp powers, accolades, or other things that you can't get in regular PvE. Then PvErs like myself would only have motivation to experience new content, without feeling "forced" to go into a PvP zone for "kewl loot". Problem solved.
PvE'ers still resent being pushed towards PvP zones, no matter how gently. And if they do go there, they inevitably get ganked instantly, and then bitch for years.
That would be me, I went into one once, got ganked (hard, too), hated it. I took comfort though from the fact that before I was able to get out, the regulars were sitting around complaining in broadcast that no one ever came into the PVP zones.