The invite is based on the insight that Colorado owners, like typical 4x4 drivers, see life as one big adventure. They are constantly on the lookout for challenges that will test their vehicles and their own endurance levels. In order to stimulate their innate macho spirit, the invitation used a crushed map of Thailand marked with all the natural and man-made barriers. Not only did this convey the Rally course, it also communicated that it's a rough and tough cross-terrain Rally. The copy also challenges the invitee's sense of adventure and dares them to enter.

There was a 70% response to the invitation recorded via phone calls. Positive word-of-mouth propaganda by the invitees actually had other 4x4 brand owners wanting to participate. However, the event was limited exclusively to Chevrolet Colorado owners.