11.26am:

A person has been flown to hospital after suffering serious injuries in a crash on State Highway 2 today.

The person was injured in a two-car collision at Otamarakau about 9.45am.

Two others were also injured, suffering moderate and minor injuries.

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Fire service shift manager Jaron Phillips said a person was airlifted by a helicopter and firefighters were still at the scene assisting with traffic.

Earlier: Two cars have crashed on a stretch of Bay of Plenty's main highways, notorious for serious crashes.

Emergency services have just arrived at the rest area on State Highway 2 at Otamarakau after reports of the collision about 9.45am.

Fire service shift manager Jaron Phillips said the crash was initally reported as serious and involving two cars.

However, after firefighters arrived the two drivers and a passenger suffered only minor to moderate injuries and no one was trapped.