An electrodeless plasma lamp and a method of generating light are described. The lamp may comprise a lamp body including a dielectric material. The bulb is positioned proximate the lamp body and contains a fill that forms a plasma when radio frequency (RF) power is coupled to the fill. The conductive element is located within the lamp body and configured to enhance coupling of the RF power to the fill. The lamp may include a feed coupled to the RF power source and configured to radiate power into the lamp body. The at least one conductive element is configured to enhance the coupling of radiated power from the feed to the fill. In an example, two spaced apart conductive elements may be located within the lamp body. The bulb may be an elongated bulb having opposed ends, each opposed end of the bulb being proximate a corresponding conductive element.