Rapala puts on show of strength in Amsterdam
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Rapala may have reduced the size of its booth at this year’s EFTTEX, but the global lure company was delighted by the impact of its new approach to the trade show.
The Finnish manufacturer installed a gleaming truck and trailer at the heart of its booth in Amsterdam, in a show of support for its ‘bricks and mortar’ retailers.
The Arctic truck and silver Seventies model trailer has been on the road since March, calling in at shops and harbours and talking to customers about Rapala products and fishing techniques and handing out giveaways.
“The response has been fantastic,” said pro-staffer Mikko Seppännen, who is fronting the tour. “Some of the venues are on the water where customers can cast lures.”