I just read in the AirAsia magazine that flying East to West, you should try to sleep, and West to East, you should try to stay up. I hope I didn't get that backwards.
To me it doesn't make sense, because if you are going on a night flight, you will almost always fall asleep, and on a 11am flight you will almost always be awake, so just do the thing that makes the most sense, and no matter which direction you fly, and how tired or awake you are, go to sleep at midnight the nig you get to a new place and try to sleep till 7.