A 50th anniversary celebration that united 867 employees

Challenge

How do you celebrate 50 years of business success in a way that feels meaningful to every employee?

That was the challenge facing IM Group as it approached a major milestone in its history. Founded in 1976, the business had grown from its automotive roots into a diverse family of companies spanning property, philanthropy and commercial ventures. But with employees spread across multiple businesses and locations, opportunities to come together as one organisation were rare.

The anniversary wasn’t simply about looking back. It was also an opportunity to reinforce the values that had shaped the organisation over five decades and build excitement for its future.

Andrew Edmiston, Managing Director of IM Group, wanted the event to focus on the people behind the business.

As he explained:

We need to remind people that our history is full of overcoming challenges, people working together in teams.

The brief for BI WORLDWIDE was clear: create a once-in-a-generation experience that would celebrate the organisation’s heritage, recognise the contribution of its people and strengthen connections across the wider business.

Our solution

BI WORLDWIDE developed a four-day employee experience in Monaco built around a central theme: ‘Together | Stars’. The concept celebrated both individual contribution and collective achievement, recognising the role every employee had played in IM Group’s success while creating a shared sense of purpose for the future.

In a reflection of IM Group’s family culture, every employee was invited, regardless of role or seniority, and each person was encouraged to bring a guest. Inclusion wasn’t a message. It was designed into the experience from the start.

To mark the occasion, BI WORLDWIDE selected Monaco as the destination and secured all 500 bedrooms at the iconic Fairmont Monte Carlo, becoming the first agency to achieve a full hotel bedroom buyout at the venue. The timing coincided with the Monaco E-Prix, giving attendees exclusive access to one of motorsport’s most prestigious settings.

The experience balanced celebration with business purpose.

Conference sessions hosted by Fiona Bruce brought employees together to hear directly from organisational leaders, including updates on business performance, future priorities and the next phase of the company’s growth. For many attendees, it was the first time they had come together with colleagues from across the wider group.

The centrepiece of the programme was a bespoke anniversary production created exclusively for IM Group.

Over ten months, BI WORLDWIDE developed an immersive theatrical experience that brought the organisation’s story to life through film, music and visual storytelling. A specially assembled 50-piece orchestra and 40-person choir performed live throughout the production, creating a soundtrack that accompanied seven chapters of IM Group’s history and future ambitions. More than 150 performers, technicians and production specialists helped deliver the experience.

The event concluded with ‘A Night in Monaco’, bringing colleagues together for a final evening of food, entertainment and celebration before returning home.

Impact

Across four days, 867 employees and guests shared an experience designed to strengthen connections, reinforce culture and create a sense of collective pride.

The event successfully achieved something that is difficult for many growing organisations: bringing people together around a shared story.

By celebrating the people behind the business while introducing its future direction, IM Group created a powerful moment of connection across the organisation. Employees from different businesses, departments and locations had the opportunity to build relationships, hear directly from leaders and gain a deeper understanding of the company’s heritage and ambitions.

The emotional impact was evident throughout the weekend.

One former employee who had been part of the organisation in its early years reflected on the enduring culture of the business:

“I don’t know how you’ve done it, but it’s still here. I can still feel it.”

Another employee shared:

“I’ve worked for two and a half years for this company, and I’ve decided now I want to work here forever.”

For IM Group, the anniversary became more than a celebration of the past. It was an opportunity to reconnect people with the organisation’s purpose, demonstrate the power of shared experiences and build confidence in the future.

As Andrew Edmiston reflected:

I wanted people to understand that we have a history and legacy of overcoming difficulties and challenges, and that it’s working together that enables us to succeed.