Thousands of people marched with purpose and pride through the dark streets of Mount Maunganui towards a glowing red cenotaph by the sea.
The Anzac Day dawn service drew a crowd that stretched far beyond the memorial on the coast opposite Mount Drury.
Veterans from the Mount Maunganui Returned and Services Association, current military personnel, cadets, the police, and members of schools and clubs paraded through the masses and around the cenotaph, taking their places facing the monument on what was a very still morning.
Derek Williams, president of the Mount Maunganui RSA, addressed those gathered at the service.
"This year is the 102nd anniversary of the formation of the New Zealand Returned and Services Association. We would like those returned servicemen and women from today's conflicts and their families to know that the RSA is here to support them through the RSA Welfare Trust as we have supported our veterans through the last 100 years," he said.
A moment's silence was observed and a prayer was read by Reverend Marie Gilpin.
The Last Post then rang out, performed by bugler David Watt, and Laurence Binyon's Ode of Remembrance was read aloud.
"We will remember them," the crowd echoed solemnly.
A single RSA wreath was laid at the cenotaph and the parade marched off again to the sound of bagpipes.
A flyover closed the service and people were invited back to the Mount Maunganui RSA.
Williams later told the Bay of Plenty Times that it seemed more people attended the service every year, especially younger generations.
He said he travelled around local schools and saw for himself how the history of Anzac Day was taught to students and how it was being commemorated. He was impressed.
Some schools do a full Anzac service, Williams said, and that was heartening to see.
"I give credit to the teachers because when I went through school I don't remember much of Anzac Day. I was in Boys' Brigade, we used to go to the service and that was our lot."
Mount Maunganui RSA support manager Peter Moss said of the dawn service: "The weather is on our side and it's just absolutely magnificent. It's wonderful, it's always wonderful. It's great."
One of the thousands in the crowd was Charles Iraia, whose father was in the 28th Maori Battalion.
Iraia, 70, lives in Pyes Pa and had a story to share about his father's battalion and those who served in it.
"Where we come from, our tribe was known as Horse Riders, and Rotorua – they were known as Penny Divers, and Auckland was known as Walkabouts. So they had nicknames and every time we have Anzac Day we always come and celebrate it with them."
At the Mount: What does Anzac Day mean to you? "My dad went to World War II. It's just so important, isn't it? Yeah, just so important. We certainly do follow the events of what went on in the years gone by." Mark Slater, 65, Hamilton
"Anzac Day is important so we celebrate those soldiers who have lost their lives to help us live." Piper Igasan, 8, Papamoa
"My father was in the 28th Maori Battalion. It is actually remembering what happened and it is really good to see the young ones coming here with the family and that's what impressed me to keep on going and doing this sort of thing." Charles Iraia, 70, Pyes Pa
"I'm just honouring those that have gone before us and who have fought the war for New Zealand. I believe it's the country it is because of them and others that have sacrificed for us." Lorraine Walker, 68, Bethlehem
"It's remembering people that gave us freedom; that served the country." Eileen Slater, 63, Hamilton