A person has died after falling from a cliff at a beach on the Coromandel Peninsula this evening.
Emergency services were called to Purangi Rd about 5.50pm after a report that someone had sustained a fall from a cliff on Cooks Beach.
"Sadly, they died at the scene a short time later," police said.
"Cordons remain in place while emergency services personnel work at the scene."
Hato Hone St John said it attended a "rescue incident" at around 5.45pm.
One helicopter, two local first response units and two ambulances attended the scene.
Fire and Emergency said it responded with two trucks from Cooks Beach and Hahei.
Police confirmed it was aware of the incident but was not required on scene.
The death will be referred to the coroner.
Cooks Beach is located on the eastern coast of the Coromandel Peninsula next to Whitianga.
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