Tauranga couple Ian Pennell and partner Jan Merrick have bought family fishing licences for 20 years, but this year saw them hook the ultimate prize.

Tauranga couple Ian Pennell and partner Jan Merrick won the ultimate fishing prize. Photo: Bruce Barnard.

Ian was on his way from Whitianga when he answered a call telling him he had won Eastern Fish and Game's ultimate fishing prize package worth more than $1600.

After winning smaller prizes before, including Lotto, Ian says he and Jan were excited to win the 'ultimate prize”.

'It was a good thrill. We're quite chuffed really.”

The couple's win includes a Kilwell harling set and a jigging set, a smoker and vacuum pack system, family accommodation for two nights at Sudima Hotel Lake Rotorua, a family pass to Rotorua's Rainbow Springs Kiwi Wildlife Park, and annual gondola passes to Skyline Rotorua.

They will also receive a half-day guided fishing trip with Rotorua guide Lindsay Lyons.

Ian and Jan are keen saltwater fishers but also enjoy fishing at Lake Rotoiti.

'It's just a different atmosphere. You're away from the salt and everything. It's quite peaceful out on the lakes, very peaceful in fact.”

The couple have bought family fishing licences for more than 20 years and Ian says they are good value.

'That was the best option really, to buy a family licence and then we can put the kids on to the licence as well.

'We're keeping on with the family licence thing because hopefully they'll be able to come with us and enjoy some of the trout fishing.”

Ian says the prize was a very generous package.

'We'd like to send our grateful thanks to all the sponsors involved, for putting these (prizes) up.”

Eastern Fish and Game Region manager Rob Pitkethley says the couple are very worthy winners.

'They are a couple who obviously recognise the value and advantages of a family licence.”

'Hopefully this encourages more families to take part in fishing as a family activity.”

Second place prize winners Te Puke couple John and Susan Taylor took home a trolling set, a jigging set, annual gondola passes to Skyline Rotorua and a family pass to Rainbow Springs valued at more than $550.

Dave and Susan Bright, also from Te Puke, took home a third place prize package including annual gondola passes to Skyline Rotorua, a family pass to Rainbow Springs worth more than $240.

Rob says Eastern Fish and Game Region are very grateful to the sponsors Kilwell, Skyline Rotorua, Rainbow Springs and Sudima Hotel.