A motorist is dead after a single vehicle crash in eastern Bay of Plenty on Wednesday afternoon.
The vehicle failed to take a sweeping bend in Waimana Gorge, southeast of Whakatane, crossed the centre line and crashed into an embankment, Sergeant Ray Wylie says.
He says that the victim was not wearing a seat belt and was thrown from the vehicle.
A front seat passenger and two young children travelling in the backseat escaped with minor injuries.
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Wylie says the death was particularly disappointing as the police were running a restraint campaign.
"It is about time people got the message," Wylie says.
"Seatbelts/restraints do save lived."
The name of the deceased would be released once next of kin had been informed.
