5.25pm:

Welcome Bay Rd remains closed after a person was killed in a head-on collision this afternoon.

Diversions remain in place at Kairua Rd and Te Puke Highway after a collision near Reid Rd.

3.50pm: Welcome Bay Rd has been closed after a person has been killed in a serious crash.

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Motorists are asked to avoid the area if possible. Diversions are in place at Kairua Rd and Te Puke Highway.

Emergency services are still at the scene of the crash, near Reid Rd, after two vehicles collided about 2.50pm.

2.58pm: A person is believed to have died in a crash in rural Western Bay of Plenty.

Head of road policing Senior Sergeant Ian Campion said the crash is reported to have happened in the area of Welcome Bay Rd and Kairua Rd.

At least one person is believed to have died, he said.

Officers were at the scene.

Delays are likely and motorists are advised to avoid the area if possible.

Earlier: Police are responding to reports of a serious crash in rural Western Bay of Plenty.

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Head of road policing Senior Sergeant Ian Campion said two cars were reported to have crashed in a head-on collision in Welcome Bay.

Mr Campion said officers were responding to the crash, believed to be in the vicinity of the intersection of Welcome Bay Rd and Kairua Rd.

More soon.