In Your Shoes - Mandy Queen

Monday: A City That Still Feels Like Home

This week began in Hong Kong—a city that was my home for over 17 years, up until 2023. While I’m now based in the UK, I still have an enormous connection to Asia. Hong Kong always impresses me—it's dynamic, resilient and visually impactful. I call it Home Kong.

I stayed in the Mid-Levels to be right in the heart of it all. Between research, meetings and exhibitions, I reconnected with friends, long-time collaborators, and trusted suppliers—people who’ve helped shape both my consultancy and career. 

I’m still a permanent resident and need to return regularly, not just to retain that status, but to make sure I still have my finger on the pulse there.

I’m currently developing an online course—APAC Market Entry—for companies expanding into Asia through Hong Kong. It draws on two decades of practical experience doing PR and marketing for over 100 clients and from working on more than 40 international trade shows and festivals. So, being back has given me the push to put the finishing touches to it and get it out there.

It was great to see Hong Kong buzzing again. In 2024, it welcomed 44.5 million visitors—a 31% rise on the year before. Art Basel was packed, HK Walls vibrant, and the Guo Pei and Picasso exhibitions at M+ didn’t disappoint. My experience suggests this year’s figures may exceed that.

Tuesday: Hong Kong Mornings, North American Nights

Tuesday was spent reconnecting with long-time collaborators and checking in with on-the-ground partners. Having trusted local support makes all the difference when you're working overseas. 

Every day, I set aside time for admin, reporting and media monitoring. I read the South China Morning Post, local business groups, as well as UK and US publications and social media channels. I subscribe to AI-curated alerts that help me track client mentions, competitor activity, and industry trends as this important work shapes my strategy. No matter where I am, my day starts this way.

Later in the day, I walked through Sheung Wan and the Mid-Levels, taking in the energy and atmosphere. And in the evening, I got to work on client activities, researching trade media and influencers in North America, and drafting targeted pitches for an upcoming trade show in Toronto, Canada. Working across different time zones can be an advantage—Asia is 8 hours ahead of the UK and even further ahead of North America, which gives me time to prepare, respond, and follow up.

Wednesday: Content Creation and Campaign Planning

As usual, I started the day by scanning headlines and sentiment data. I need to know what’s happening, what’s changing, and what’s gaining traction.

At home, I usually make time for movement before I start work—whether it’s a swim, walk or a weights workout. With clients across time zones, energy management matters. But here I am walking everywhere.

Mid-morning, I did some of my own marketing and wrote a blog,  "Newswires vs. Earned Media Coverage: Which Drives Better SEO Rankings?"—a topic that comes up often with clients who want to boost their online search in different markets without relying solely on paid resources. It explains why earned media matters for SEO and how bylines and articles in trade publications can deliver long-term value. 

In the evening, I finalised media pitches for a Canadian trade show that my client is participating in, briefed them on influencer outreach results and provided advice on how to drive engagement at their booth. I’m also supporting this client with trade show PR and strategy for upcoming events across the USA—ensuring we secure interviews and articles in trade press read by their target sector. It's been an exciting week with Hong Kong days, North American nights—all anchored from my base in Scotland.

Thursday: Last Meetings, Local Flavours, and Overnight Travel

The day started with a walk around The Peak—the views of the city are spectacular, before heading through the trendy area of Sai Ying Pun, where I lived for a few years.

I also squeezed in a final meal—wontons and noodles—I love Asian food. I’ve averaged 12,000 steps a day, which just about balances all the noodles and dim sum.

Thursday night was spent working on the Canadian outreach campaign—following up media and influencer pitches, sending reminders and sharing updates with the client. 

Then it was off to the airport for the long haul back to Scotland. Always bittersweet—but I am returning focused and re-energised.

Friday: Scotland, Strategy, and Switching Time Zones

By Friday afternoon, I was back in Scotland and completing any outstanding client work for the North America market, since while it’s afternoon here, it’s still morning there. 

Wherever I’m working—Hong Kong, the UK, Europe, North America or beyond—I bring the same focus: helping ambitious brands grow through strategic, impactful, and results-driven communications. From Asia to the Americas, I support clients who value strategic clarity, international experience, and professional communications that deliver results.