[CMake] cpack issue: %1 is not a valid Win32 application

[thehighhat]

using nsis 2.46. cmake 2.8.3 to config and build a 32 bit console app
on a 64bit windows 7 host using 32bit intel compilers and msvs 2010
express:  all ok.

make package_source:  all ok.

but make package:    broken.




cpack --verbose

CPack: Enable Verbose
CPack Verbose: Read CPack config file:
CPack Verbose: Read CPack configuration file: C:/path/to/CPackConfig.cmake
CPack Verbose: Specified generator: NSIS
CPack Verbose: Test NSIS version: "C:/Program Files
(x86)/NSIS/makensis.exe" /VERSION
CPack Verbose: Use generator: cmCPackNSISGenerator
CPack Verbose: For project: X
CPack: Create package using NSIS
CPack Verbose: Read description file:
C:/path/to/cmake/cmake-2.8.3-win32-x86/share/cmake-2.8/Templates/CPack.GenericDescription.txt
CPack Verbose: Remove toplevel directory:
C:/path/to/builddir/_CPack_Packages/win32/NSIS
CPack: Install projects
CPack: - Run preinstall target for: Project
CPack Error: Problem running install command: C:/path/to/make "preinstall"
Please check C:/path/to/builddir/_CPack_Packages/win32/NSIS/PreinstallOutput.log
for errors
CPack Error: Error when generating package: X



this is what is in the log file above:

# Run command: C:/path/to/make "preinstall"
# Directory: C:/path/to/builddir
# Output:
%1 is not a valid Win32 application


i cannot find what is causing this error.  any ideas?