Change CMAKE_CROSSCOMPILING_EMULATOR at ctest runtime

Can I change CMAKE_CROSSCOMPILING_EMULATOR later, when I run ctest?

I Tried
$ ctest -D CMAKE_CROSSCOMPILING_EMULATOR:STRING="echo hello cross; " -V
but it did not show up anywhere in the output

It seems that CTest itself doesn’t care about the variable; it is expanded before writing CTestTestfile.cmake files, so it is not changeable with a plain ctest command.