Abstract: A method of and device for activating a luminescent fish attractor which is light activatable with a flash element connected with a battery housed in a battery casing via a voltage building circuit to provide highly intensive light flashes. The casing is provided with a tubular enclosure having a first end receiving light flashes from a flash element, and a second remote open end. The enclosure has an interiorly facing, substantially opaque, light reflective surface for concentrating light rays emitted from the flash element. The lure or attractor is first placed in the enclosure by inserting it through the remote open end. The flash element is then repetitively powered, and the flashed light rays emitted are directed successively into the enclosure.