UPDATE 2.56PM: State Highway 30 in the Bay of Plenty is now open.

The highway, which runs from Rotorua to Whakatane, was cloesd earlier today following a serious crash.

The crash occurred just before 11.30am what a car left the road and went down a bank, on State Highway 30, just past Oxford Road, near Lake Rotoma.

A police spokesperson says initial indications are that there are serious injuries as a result of the crash.

"The road is now open.

"Police thank motorists for their patience. "

EARLIER:

Emergency services are responding to a serious single-vehicle crash in the Bay of Plenty.

The crash occurred just before 11.30am what a car left the road and went down a bank, on State Highway 30, just past Oxford Road, near Lake Rotoma.

"Initial indications suggest there are serious injuries," says a police spokesperson.

"The road will be closed for some time while emergency services attend the scene.

"Motorists are advised to avoid the area or delay travel if possible."