Packaging with the qmake INSTALLS variable

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My question has details that are win32 specific, but the question itself is applicable cross-platform.

I have an application that is dependent on many DLLs and other file types in order to function. I currently use NSIS to package them but am moving toward automating this step in the project file.

Currently I am using the INSTALLS variable to copy all required files to a packaging directory, but need some sort of "post install" call of the NSIS executable. This would actually perform the packaging.

package.path = $${OUT_PWD}/package
package.files += myapp.exe package.nsi somelib.dll
INSTALLS *= package
 
package_media.path = $${OUT_PWD}/package/media
package_media.files += image.jpg video.mpg
INSTALLS *= package_media
 
# A target to execute (not sure how yet)
build_package.commands = \"C:/Program Files/NSIS/makensisw.exe\" \"$${OUT_PWD}/package/package.nsi\"
 
# Set up an echo dependency to tell user what I'm doing
build_package.depends = build_package_echo
build_package_echo.commands = @echo Building package

package.path = $${OUT_PWD}/package
package.files += myapp.exe package.nsi somelib.dll
INSTALLS *= package

package_media.path = $${OUT_PWD}/package/media
package_media.files += image.jpg video.mpg
INSTALLS *= package_media

# A target to execute (not sure how yet)
build_package.commands = \"C:/Program Files/NSIS/makensisw.exe\" \"$${OUT_PWD}/package/package.nsi\"

# Set up an echo dependency to tell user what I'm doing
build_package.depends = build_package_echo
build_package_echo.commands = @echo Building package

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How do I actually get the build_package target to execute?

It must be...

1. Only during the "make install" phase.
2. Only after all the INSTALLS copying is done.