The calculated use of Mr Turnbull by the state party is a potential embarrassment for Prime Minister Tony Abbott, who has been kept largely off the campaign trail except for a non-speaking role at the Liberal campaign launch over the weekend.

A Liberal Party operative warned before the campaign proper that Mr Abbott was "toxic" in cosmopolitan Liberal seats such as Coogee.

On Wednesday, a state Liberal source said: "If Turnbull was the [federal] leader we would be leading in Coogee, there's no doubt about that and Blue Mountains probably fits into the same category."

But the same source insisted the use of the Communications Minister was no slight on Mr Abbott.

"Abbott wouldn't mind, you are just playing to the demographics of those seats, your green Liberals, doctor's wives and small "L" Liberals, whatever you want to call them."